DIGITAL MARKETING FINAL EXAM
QUESTIONS & ACTUAL ANSWERS
RATED 100% CORRECT
CPC - Correct Answer ✔✔ cost per click
CTR - Correct Answer ✔✔ click through rate
SERP - Correct Answer ✔✔ Search Engine Results Page
SSL - Correct Answer ✔✔ Secure Sockets Layer
CMS - Correct Answer ✔✔ Content Management System
PPC - Correct Answer ✔✔ pay per click
BR - Correct Answer ✔✔ Bounce rate
CRO - Correct Answer ✔✔ Conversion Rate Optimization
Conversion rate optimization (CRO) is the practice of increasing the percentage of
users who perform a desired action on a website.
ROAS - Correct Answer ✔✔ return on ad spend
CPM - Correct Answer ✔✔ Cost Per Mille (Thousand)
MOM - Correct Answer ✔✔ Month over Month
YoY - Correct Answer ✔✔ Year Over Year
WoW - Correct Answer ✔✔ Week over Week
B2B - Correct Answer ✔✔ business to business
B2C - Correct Answer ✔✔ business to consumer
Website bounce rate - Correct Answer ✔✔ the percentage of people who land on a
page on your website and then leave without clicking on anything else or navigating to
other pages on your site
Email bounce rate - Correct Answer ✔✔ the rate at which an email was unable to be
delivered to a recipient's inbox
, CTA - Correct Answer ✔✔ call to action
CAN-SPAM - Correct Answer ✔✔ Controlling the Assault of Non-Solicited Pornography
and Marketing
CR - Correct Answer ✔✔ Conversion Rate
conversion rate is the percentage of visitors to your website that complete a desired
goal (a conversion) out of the total number of visitors. A high conversion rateis indicative
of successful marketing and web design: It means people want what you're offering, and
they're easily able to get it!
KPI - Correct Answer ✔✔ Key Performance Indicator
ROI - Correct Answer ✔✔ return on investment
SEM - Correct Answer ✔✔ Search Engine Marketing
SEO - Correct Answer ✔✔ Search Engine Optimization
UX - Correct Answer ✔✔ user experience
Three primary drivers of search behavior - Correct Answer ✔✔ Informational
Transactional
Navigational
Informational - Correct Answer ✔✔ Keywords should help consumers find content
relevant to their search query
ex: "local florists"
Transactional - Correct Answer ✔✔ Keywords should help consumers find products of
services relevant to their search query
ex: "next day delivery flowers
Navigational - Correct Answer ✔✔ Keywords should help consumers find URLs and
pages relevant to their search query
ex: "1800flowers"
Head vs Tail keyword strategy - Correct Answer ✔✔ Head: more generic, more results
Tail: more specific, less results
Evolution of search: Search - Correct Answer ✔✔ Origins: Directories
Recent Present: Keyword
Moving Forward: Rich Semantics and User Experience
QUESTIONS & ACTUAL ANSWERS
RATED 100% CORRECT
CPC - Correct Answer ✔✔ cost per click
CTR - Correct Answer ✔✔ click through rate
SERP - Correct Answer ✔✔ Search Engine Results Page
SSL - Correct Answer ✔✔ Secure Sockets Layer
CMS - Correct Answer ✔✔ Content Management System
PPC - Correct Answer ✔✔ pay per click
BR - Correct Answer ✔✔ Bounce rate
CRO - Correct Answer ✔✔ Conversion Rate Optimization
Conversion rate optimization (CRO) is the practice of increasing the percentage of
users who perform a desired action on a website.
ROAS - Correct Answer ✔✔ return on ad spend
CPM - Correct Answer ✔✔ Cost Per Mille (Thousand)
MOM - Correct Answer ✔✔ Month over Month
YoY - Correct Answer ✔✔ Year Over Year
WoW - Correct Answer ✔✔ Week over Week
B2B - Correct Answer ✔✔ business to business
B2C - Correct Answer ✔✔ business to consumer
Website bounce rate - Correct Answer ✔✔ the percentage of people who land on a
page on your website and then leave without clicking on anything else or navigating to
other pages on your site
Email bounce rate - Correct Answer ✔✔ the rate at which an email was unable to be
delivered to a recipient's inbox
, CTA - Correct Answer ✔✔ call to action
CAN-SPAM - Correct Answer ✔✔ Controlling the Assault of Non-Solicited Pornography
and Marketing
CR - Correct Answer ✔✔ Conversion Rate
conversion rate is the percentage of visitors to your website that complete a desired
goal (a conversion) out of the total number of visitors. A high conversion rateis indicative
of successful marketing and web design: It means people want what you're offering, and
they're easily able to get it!
KPI - Correct Answer ✔✔ Key Performance Indicator
ROI - Correct Answer ✔✔ return on investment
SEM - Correct Answer ✔✔ Search Engine Marketing
SEO - Correct Answer ✔✔ Search Engine Optimization
UX - Correct Answer ✔✔ user experience
Three primary drivers of search behavior - Correct Answer ✔✔ Informational
Transactional
Navigational
Informational - Correct Answer ✔✔ Keywords should help consumers find content
relevant to their search query
ex: "local florists"
Transactional - Correct Answer ✔✔ Keywords should help consumers find products of
services relevant to their search query
ex: "next day delivery flowers
Navigational - Correct Answer ✔✔ Keywords should help consumers find URLs and
pages relevant to their search query
ex: "1800flowers"
Head vs Tail keyword strategy - Correct Answer ✔✔ Head: more generic, more results
Tail: more specific, less results
Evolution of search: Search - Correct Answer ✔✔ Origins: Directories
Recent Present: Keyword
Moving Forward: Rich Semantics and User Experience
