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
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
