Digital Marketing - Stukent mimic Exam
Questions and Answers
Hey! I think it's so cool that we get to work at Buhi together! #awesomeinternship
#soontobecollegegraduates. Anyway, I'm working on a few campaigns and I remember one
of our professors telling us that there's a difference between SEO and paid or PPC
keywords. Do you remember what he said? - -Keywords for PPC (paid) depend more on
search volume, competition, and search intent as ads are directly competing with
competitors over highly used, purchase-intent keywords. SEO focuses primarily on
keyword difficulty.
-Hello. I want to ensure that this Backpack campaign does well and it sounds like bids are
the ticket to me. I remember a past digital marketer telling me that bids should stay pretty
low, but can you remind me why we can't put $100 behind a keyword to make sure we get
priority? - -The maximum CPC bid is the amount the advertiser agrees to pay for a click.
The actual CPC is the amount the advertiser ends up paying when a searcher clicks on
his/her ad. These two amounts are typically different because the actual CPC is usually
lower than the maximum CPC. Competitors may set a high bid, just under yours, with the
intent of exhausting your budget quickly. This enables them to eliminate you as a
competitor for the rest of that day or month and show their ad for a much lower cost per
click. For example, if you bid $20 but your competitor bids $19.98, then you'll pay $19.99
and your budget will be exhausted extremely quickly, kicking you out of the competition.
-Congratulations on the new job! I've heard a bit about Buhi, and I'm excited to hear more
about the company when we meet up for lunch next week. Some quick questions for you:
Are there criteria for selecting keywords? Which are most important? Should I just choose
a bunch that looks good including my branded keywords? - -Search volume, suggested bid,
competition, and search intent are the four criteria by which to choose keywords of PPC.
-Hey again! So, I have an ad group that's done really well. How do I know if I should lower
or increase my bid to improve keyword performance? - -Impressions are a key metric for
analyzing keyword performance. When first testing a keyword, getting a low number of
impressions or none at all likely indicates that you're consistently being outbid and need to
increase your bid. Similarly, high impressions mean you're consistently outbidding
competitors. If impressions are too high, then there's a wider gap between your max CPC
and average CPC, which means you might be paying more on average than you would if you
had a smaller margin.
-What's your strategy to reach your clicks goal for the Backpack campaign? - -My strategy
is to test new keywords to find winning combinations. I'll replace the lowest performing
keywords with these new words.
-I've noticed that my campaign performance is lacking because of my budget constraints.
Any suggestion on how to increase performance without raising my budget? - -I can think
, of three ways to help: increasing ad quality through keyword optimization, reallocating the
budget to the highest-performing campaigns and keywords,
-I need your help! I'm totally lost. I'm running several campaigns and it seems like they're
getting good traffic. How do you determine which is performing better than another? Is
there a certain metric I should focus on? - -I'd recommend focusing on click-through rate.
The click-through rate metric is best at helping digital marketers know the relevance or
effectiveness of their ad.
-What factors are you going to focus on to optimize the click-through rate? - -I'm going to
focus on purchase-intent keywords. These keywords usually indicate high search intent.
This should lead to more clicks per impre
-Do landing page conversions have an impact on the performance of your ad? - -Yes, they
do. Search engines analyze the performance of landing pages as well as keyword and
product consistency between them and correlating ads. They do this to determine
relevance and quality for the searcher.
-Hey! Congrats on your promotion! Quick question for you: What are the best key
performance indicators (KPIs) to analyze for top-of-funnel (brand awareness) and bottom-
of-funnel (conversion) campaigns? - -The conversion rate, ROAS, and revenue metrics are
the most important for bottom-of-funnel campaigns as they indicate how well your ad
helps people convert and how much more potential there is for conversion from an
audience. Top-of-funnel campaigns are designed to fill a company's pipeline with new
traffic and potential customers. Since impressions indicate traffic levels and clicks indicate
how interested that traffic is, they're key for brand awareness campaigns.
-With past digital marketers, we've had an issue with poor budget allocation, which
resulted in low return on investment (ROI). What's your budget allocation plan? - -High
revenue, conversion rate, and ROAS are the most important metrics for determining budget
allocation especially the longer your campaign continues. These KPIs indicate when you
have good or better ROI and if there's a possibility of increasing ROI.
-We're not getting enough sales through our website to pay for costs. How can I improve
my website and landing pages? What kind of factors could influence sales through the
website and landing pages? - -NSAMCWADLP is a popular acronym with digital marketers.
"Never start a marketing campaign without a dedicated landing page." While you could, for
example, run a Facebook advertising campaign that directs interested buyers to your
website's homepage, the resulting conversion rate is almost guaranteed to be lower than
what would result if you instead sent traffic to a dedicated landing page. The reason
dedicated landing pages tend to outperform any existing pages of the website is that
dedicated landing pages can be crafted to precisely match the message of the
advertisement so that visitors' expectations and interests are addressed precisely. Landing
pages should match the advertisement on three dimensions: product (or service), message,
and visual components.
Questions and Answers
Hey! I think it's so cool that we get to work at Buhi together! #awesomeinternship
#soontobecollegegraduates. Anyway, I'm working on a few campaigns and I remember one
of our professors telling us that there's a difference between SEO and paid or PPC
keywords. Do you remember what he said? - -Keywords for PPC (paid) depend more on
search volume, competition, and search intent as ads are directly competing with
competitors over highly used, purchase-intent keywords. SEO focuses primarily on
keyword difficulty.
-Hello. I want to ensure that this Backpack campaign does well and it sounds like bids are
the ticket to me. I remember a past digital marketer telling me that bids should stay pretty
low, but can you remind me why we can't put $100 behind a keyword to make sure we get
priority? - -The maximum CPC bid is the amount the advertiser agrees to pay for a click.
The actual CPC is the amount the advertiser ends up paying when a searcher clicks on
his/her ad. These two amounts are typically different because the actual CPC is usually
lower than the maximum CPC. Competitors may set a high bid, just under yours, with the
intent of exhausting your budget quickly. This enables them to eliminate you as a
competitor for the rest of that day or month and show their ad for a much lower cost per
click. For example, if you bid $20 but your competitor bids $19.98, then you'll pay $19.99
and your budget will be exhausted extremely quickly, kicking you out of the competition.
-Congratulations on the new job! I've heard a bit about Buhi, and I'm excited to hear more
about the company when we meet up for lunch next week. Some quick questions for you:
Are there criteria for selecting keywords? Which are most important? Should I just choose
a bunch that looks good including my branded keywords? - -Search volume, suggested bid,
competition, and search intent are the four criteria by which to choose keywords of PPC.
-Hey again! So, I have an ad group that's done really well. How do I know if I should lower
or increase my bid to improve keyword performance? - -Impressions are a key metric for
analyzing keyword performance. When first testing a keyword, getting a low number of
impressions or none at all likely indicates that you're consistently being outbid and need to
increase your bid. Similarly, high impressions mean you're consistently outbidding
competitors. If impressions are too high, then there's a wider gap between your max CPC
and average CPC, which means you might be paying more on average than you would if you
had a smaller margin.
-What's your strategy to reach your clicks goal for the Backpack campaign? - -My strategy
is to test new keywords to find winning combinations. I'll replace the lowest performing
keywords with these new words.
-I've noticed that my campaign performance is lacking because of my budget constraints.
Any suggestion on how to increase performance without raising my budget? - -I can think
, of three ways to help: increasing ad quality through keyword optimization, reallocating the
budget to the highest-performing campaigns and keywords,
-I need your help! I'm totally lost. I'm running several campaigns and it seems like they're
getting good traffic. How do you determine which is performing better than another? Is
there a certain metric I should focus on? - -I'd recommend focusing on click-through rate.
The click-through rate metric is best at helping digital marketers know the relevance or
effectiveness of their ad.
-What factors are you going to focus on to optimize the click-through rate? - -I'm going to
focus on purchase-intent keywords. These keywords usually indicate high search intent.
This should lead to more clicks per impre
-Do landing page conversions have an impact on the performance of your ad? - -Yes, they
do. Search engines analyze the performance of landing pages as well as keyword and
product consistency between them and correlating ads. They do this to determine
relevance and quality for the searcher.
-Hey! Congrats on your promotion! Quick question for you: What are the best key
performance indicators (KPIs) to analyze for top-of-funnel (brand awareness) and bottom-
of-funnel (conversion) campaigns? - -The conversion rate, ROAS, and revenue metrics are
the most important for bottom-of-funnel campaigns as they indicate how well your ad
helps people convert and how much more potential there is for conversion from an
audience. Top-of-funnel campaigns are designed to fill a company's pipeline with new
traffic and potential customers. Since impressions indicate traffic levels and clicks indicate
how interested that traffic is, they're key for brand awareness campaigns.
-With past digital marketers, we've had an issue with poor budget allocation, which
resulted in low return on investment (ROI). What's your budget allocation plan? - -High
revenue, conversion rate, and ROAS are the most important metrics for determining budget
allocation especially the longer your campaign continues. These KPIs indicate when you
have good or better ROI and if there's a possibility of increasing ROI.
-We're not getting enough sales through our website to pay for costs. How can I improve
my website and landing pages? What kind of factors could influence sales through the
website and landing pages? - -NSAMCWADLP is a popular acronym with digital marketers.
"Never start a marketing campaign without a dedicated landing page." While you could, for
example, run a Facebook advertising campaign that directs interested buyers to your
website's homepage, the resulting conversion rate is almost guaranteed to be lower than
what would result if you instead sent traffic to a dedicated landing page. The reason
dedicated landing pages tend to outperform any existing pages of the website is that
dedicated landing pages can be crafted to precisely match the message of the
advertisement so that visitors' expectations and interests are addressed precisely. Landing
pages should match the advertisement on three dimensions: product (or service), message,
and visual components.
