WGU D378 DIGITAL MARKETING SCIENCE
COMPREHENSIVE EXAM STUDY GUIDE
WITH COMPLETE SOLUTIONS
●● ad extensions
Answer: Expanding an ad with additional pieces of information that do
not fit in the headlines and descriptions due to character limits.
●● ad group
Answer: An ad group is made up of one or more pay per click ads that
target a shared set of keywords. A marketing ad campaign is made up of
one or more ad groups.
●● ad server
Answer: A web-based technology for storing and serving advertisements
to website visitors whenever a webpage is loaded.
●● AIDA
Answer: A four-step behavioral model of the buying cycle, which begins
with Awareness; moves on through Interest and Desire; and culminates
in Action.
●● Algorithms
,Answer: A mathematical procedure or formula that is used to rank
websites. They are also used in a variety of other ways, such as in
information security in order to encrypt and decrypt information.
●● amplification rate
Answer: This is a measure of how content is shared among followers in
your network with people in their network.
●● anchor text
Answer: This is the highlighted text contained in a hypertext link. Upon
clicking on the hyperlink, the user is directed to another website.
●● Android
Answer: A mobile operating system created by Android, Inc. It was later
acquired and developed by Google for use primarily in touchscreen
mobile devices such as smartphones and tablets.
●● app store
Answer: A digital distribution platform for mobile apps. The Apple
version is known as the Apple App Store, while Android devices use the
Google Play store.
●● application programming interface
,Answer: APIs control how software programs work or interact with
other programs. APIs also reduce effort and the code needed to access
software residing in code libraries.
●● Autocomplete
Answer: A software feature that predicts what a writer is typing and
completes a word or a form on the basis of what has been typed before.
●● B2B
Answer: Business-to-business marketing, or marketing related to the
exchange of products and services between businesses. The opposite of
B2C, or business-to-consumer, marketing.
●● Backlinks
Answer: Incoming links to a webpage. The quantity, quality, and
relevance of backlinks influence search engine rankings.
●● banner ad
Answer: Web advertisements that are embedded into a web page. These
link to the advertiser's website when clicked on.
●● Baseline
Answer: A starting point or benchmark that is used to measure or
compare changes that are later introduced onto a website, process or
, marketing message, etc. For example, a marketing message can be
compared to a web page that has not had any changes made to it to see if
the message was effective in raising awareness, generating traffic, etc.
●● Behavioral marketing
Answer: (See: Behavioral targeting) A technique to use a web user's
previous web browsing behavior to customize the types of ads they
receive.
●● Behavioral targeting
Answer: A technique to use a web user's previous web browsing
behavior to customize the types of ads they receive.
●● behavioral triggers
Answer: Specific behaviors or actions that prompt predetermined
responses within an automated workflow.
●● Benchmarking
Answer: A method of observing the performance of peer organizations
in certain areas such as advertising, strategies, and policies, etc. An
organization then adjusts its efforts in order to improve in these areas.
●● BIA
COMPREHENSIVE EXAM STUDY GUIDE
WITH COMPLETE SOLUTIONS
●● ad extensions
Answer: Expanding an ad with additional pieces of information that do
not fit in the headlines and descriptions due to character limits.
●● ad group
Answer: An ad group is made up of one or more pay per click ads that
target a shared set of keywords. A marketing ad campaign is made up of
one or more ad groups.
●● ad server
Answer: A web-based technology for storing and serving advertisements
to website visitors whenever a webpage is loaded.
●● AIDA
Answer: A four-step behavioral model of the buying cycle, which begins
with Awareness; moves on through Interest and Desire; and culminates
in Action.
●● Algorithms
,Answer: A mathematical procedure or formula that is used to rank
websites. They are also used in a variety of other ways, such as in
information security in order to encrypt and decrypt information.
●● amplification rate
Answer: This is a measure of how content is shared among followers in
your network with people in their network.
●● anchor text
Answer: This is the highlighted text contained in a hypertext link. Upon
clicking on the hyperlink, the user is directed to another website.
●● Android
Answer: A mobile operating system created by Android, Inc. It was later
acquired and developed by Google for use primarily in touchscreen
mobile devices such as smartphones and tablets.
●● app store
Answer: A digital distribution platform for mobile apps. The Apple
version is known as the Apple App Store, while Android devices use the
Google Play store.
●● application programming interface
,Answer: APIs control how software programs work or interact with
other programs. APIs also reduce effort and the code needed to access
software residing in code libraries.
●● Autocomplete
Answer: A software feature that predicts what a writer is typing and
completes a word or a form on the basis of what has been typed before.
●● B2B
Answer: Business-to-business marketing, or marketing related to the
exchange of products and services between businesses. The opposite of
B2C, or business-to-consumer, marketing.
●● Backlinks
Answer: Incoming links to a webpage. The quantity, quality, and
relevance of backlinks influence search engine rankings.
●● banner ad
Answer: Web advertisements that are embedded into a web page. These
link to the advertiser's website when clicked on.
●● Baseline
Answer: A starting point or benchmark that is used to measure or
compare changes that are later introduced onto a website, process or
, marketing message, etc. For example, a marketing message can be
compared to a web page that has not had any changes made to it to see if
the message was effective in raising awareness, generating traffic, etc.
●● Behavioral marketing
Answer: (See: Behavioral targeting) A technique to use a web user's
previous web browsing behavior to customize the types of ads they
receive.
●● Behavioral targeting
Answer: A technique to use a web user's previous web browsing
behavior to customize the types of ads they receive.
●● behavioral triggers
Answer: Specific behaviors or actions that prompt predetermined
responses within an automated workflow.
●● Benchmarking
Answer: A method of observing the performance of peer organizations
in certain areas such as advertising, strategies, and policies, etc. An
organization then adjusts its efforts in order to improve in these areas.
●● BIA
