DMI PRO TEST Questions and Answers (Results) Latest 2024/2025.

DMI PRO TEST Questions and Answers (Results) Latest 2024/2025. Navigational keywords - Correct Answer Centered around a brand or person Keyword Research Tooks - Correct Answer Google, keyword planner Keywords everywhere Surfer SEO SEMrush Review value and difficulty of keywords - Correct Answer Look at Google keyword planner monthly, then review where your website ranks for each keyword. setting up Google account - Correct Answer select switch to expert mode P1 keyword - Correct Answer Most important keywords P2 keywords - Correct Answer 2nd most important P3 keywords - Correct Answer Least important Title tag - Correct Answer Heavy weight, keyword placement, ranking signal 70 characters or less include just P1 and or P2 URL - Correct Answer Be concise and relevant include P1 or similar meaning phrase Meta-description tag - Correct Answer A short snippet of text with P1 no more than 156 characters. Use good writing. Body text - Correct Answer P1 two or three times P2 once or twice P3 once or not at all Headings H1 tag - Correct Answer Relevant to P1 keyword Images - Correct Answer Include alt text include P1 or P2 Needs met - Correct Answer Check this with Google analytics SEMrush - Correct Answer Free keyword ranking tool Whaysmyserp or - Correct Answer Subscription keyword ranking tool Free keyword ranking tools - Correct Answer Semrush Serpstat SE Ranking Moz AccuRanker ProRank - Correct Answer Low cost, good keyword ranking tool SEO monitor - Correct Answer Good for keyword ranking against competitors Wincher - Correct Answer Good quality low cost meteor ranking tool Organic traffic - Correct Answer Best measured w google analytics and google console Google search Console - Correct Answer Shows only organic traffic Referral traffic - Correct Answer Comes from back links Link explorer - Correct Answer Part of Moz SEO tools KPI - Correct Answer Key performance indicators Benefits of paid search - Correct Answer Relevance. Timing. Qualified nature. Control. Measurability. Accountability. Visibility. Mobile micro moments. Impression share - Correct Answer A measurement of the number of times, and add was shown out of the total number of times it was eligible to show Impression to conversion rate (Imp Cvr) - Correct Answer Calculate by dividing the number of conversions by the number of impressions Impressions - Correct Answer The number of times and ad was shown Read marketing list for search ads (RLSA) - Correct Answer This is setting a higher bid for past visitors Campaign elements - Correct Answer Anticipate questions. Ad copy CTA's USP - Correct Answer Unique selling proposition ESP - Correct Answer Emotional selling proposition Conversion rate optimization - Correct Answer A webpage specifically designed with your CTA Match type - Correct Answer [Exact match], "phrase match" - searcher includes words before and/or after, broad match, no symbols, this is the default match and has the broadest reach type. Negative match type excludes words, this will reduce cost and inc CTR as your ads will be served to a more interested audience CTR - Correct Answer the number of clicks your ad receives divided by the number of times your ad is shown. Clicks /impressions=CTR Three main elements of paid search - Correct Answer Keywords Ads Landing pages Delivered emails - Correct Answer The total number of emails sent minus the number that bounced Delivery rate - Correct Answer Percentage of email messages that reached at least one of the email boxes Open rate - Correct Answer Percentage of people who received and opened, calculated by dividing the total number of opened emails by the number of emails delivered Calculate click through rate - Correct Answer Divide the total number of link clicks by the total number of emails delivered Click to open rate - Correct Answer Total number of clicks is divided by the total number of emails opened rather than delivered Conversion rate - Correct Answer Calculate by dividing total number of emails, delivered by the total number of completed CTA is Bounce rate - Correct Answer Calculate by dividing the total number of bounced emails by the total number of emails sent and multiply by 100 to get the percentage Unsubscribe rate - Correct Answer Calculate by dividing the total number of email, unsubscribed by the total number of people who received the message URL structure - Correct Answer Homepage plus products plus category plus brand plus products name IA - Correct Answer Information architecture UX and UI - Correct Answer Acquisition tab in google analytics UX User Experience - Correct Answer Focuses on the experience, feelings, perceptions and responses, aims to ensure a site has a usable and functional structure UI User Interface - Correct Answer The medium through which you interact with a site, concerned with elements like links, forms and navigation and how content is laid out and the overall website design Source and medium - Correct Answer Source is where the traffic came from, medium is the type of traffic ROI Formula - Correct Answer ROI equals revenue minus marketing spend x 100 / marketing spend Revenue per lead formula - Correct Answer Divide the sale value by the number of leads needed to generate a cell Strategy fundamentals - Correct Answer Objectives, channel strategy, content, strategy, media strategy, tactics 4 Audience Research Platforms - Correct Answer Social media Marketing research companies Survey providers Behavior analytics platforms Inbound Marketing - Correct Answer Pulls your audience towards your content, brand, or service. Cookie tracking, SEO, topics, blogs, and influencers help brands resonate with a specific audience so they come to you. Outbound Marketing - Correct Answer Outbound marketing uses a push strategy where the brand advertiser pushes out a message to a specified target. Hard to track and costly The 3 types of Media - Correct Answer Owned: media you create and manage Paid Media: PPC Earned Media: free publicity generated by consumers, PR, influencers, organic reviewers, and brand advocates. Traditional Marketing - Correct Answer Direct marketing Print Outdoor (billboards) Broadcast Referral (word of mouth, vouchers, sponsorships) Traditional Marketing Communication Style - Correct Answer Mass audience, passive audience, many, outbound. Digital Marketing Communication Style - Correct Answer Individual audience, active audience, one-to-one, inbound. 3i Principals - Correct Answer Initiate Iterate Integrate Initiate Definition - Correct Answer LET THE CUSTOMER DECIDE the customer is the starting and finishing point for all digital activities. ITERATE - Correct Answer Emphasizes the importance of TWEAKING a digital marketing campaign in response to user interaction. In short, the more iterations undertaken, the more effective the campaign becomes as you seek to adjust and scale based on feedback, customer engagement, and data. Integrate - Correct Answer Taking your efforts across digital channels to drive an outcome that is greater than the individual channels on their own. This also involves integrating both digital and any traditional marketing efforts 7 Digital Channels - Correct Answer Email and automation marketing Paid search (PPC) Organic search (SEO) Website optimization Display (and video advertising are awareness-generating digital channels) Content marketing Social media Display and Video - Correct Answer awareness-generating digital channels Content Marketing deep dive - Correct Answer Impacts all stages of the buyer's journey as it is central to all points of contact, and it is the final destination for a lot of marketing tactics. Content is also key in going viral and creating word of mouth as users will share content that is impactful and humorous, or that surprises them. Social media marketing deep dive - Correct Answer Creates awareness and is also essential in the The retention stage of the buyer's journey is the primary platform for customers to get information and updates from the company. SMART Model - Correct Answer Specific Measurable Achievable Relevant Time-bound Specific object - Correct Answer Think simple, sensible, and significant. Measurable objective - Correct Answer An obtainable goal that can be measured using numbers Achievable - Correct Answer Crafting an achievable objective that it is reachable within the currently available skills, budget, and time. Relevant objective - Correct Answer Marketing objectives should tie in nicely with your businesses objectives Time-bound objective - Correct Answer An objective needs to be achieved within a set timeframe. This helps to create focus, and meet deadlines 3 types of audience research - Correct Answer Demographics Psychographics Behavioral Combined audience research provides all the context and information needed. Demographics - Correct Answer Hard facts about your audience Psychographics - Correct Answer Beliefs, life goals, or opinions about their lifestyle, their personality Behavioral Data - Correct Answer How do people use your product or navigate your website? How they use the marketing channels you're utilizing in your marketing strategy. Includes: Audience Listening - Correct Answer Audience listening is the process of monitoring what people are saying on digital media channels about your brand, your products, your competitors Social Media as a Research Platform - Correct Answer Social media platforms gather knowledge or insights gained from analyzing social media data. SOCIAL INTELLIGENCE TOOLS: Hootsuite, HubSpot, Social Intel, Nuvi, and Affinio Marketing Research - Correct Answer Rely on 3rd-PARTY RESEARCH companies such as PRIZM from Claritas, eMarketer, Euromonitor, Nielsen, and Spark; cons: can be time-consuming and costly. Digital insights are less costly (as it is publically shared data) and less likely to bring NEW insights and your competitors have the same access as you Surveys - Correct Answer Specific data related to your product or a specific trend. Cheap and fast Behavior Analytics - Correct Answer Provides insight into the actions of your audience and customers. You can see what they do on your website after they search and click on your link allowing you to see the full journey to help understand what triggered their interest. You can also see where traffic and clicks are concentrated on your website using heatmaps. Cultural research: social media - Correct Answer To learn how a specific community is talking and interacting about a brand or product look to keywords, FB, twitter, hashtags, and influencers. Cultural research: Research - Correct Answer Audience research firms such as eMarketer, Nielsen will develop their own research on specific cultural groups and make it available for marketers. Time-consuming and pricey. This is for a specific targeted or sub-culture audience Cultural reasearh: dedicated platforms - Correct Answer Follow the consumer journey through content. By finding and visiting niche websites, influencers' accounts, dedicated apps, bloggers, and forums, you can learn about what values are most important to a specific cultural group. Look to other forms of media such as TV and movies that resonate with the audience Competitive Research 3 - Correct Answer Strategy Target market, message Competitive research: Benefits - Correct Answer Provides insight to what your competition is doing and the success its earned. Competitive Research: strategy - Correct Answer Understanding what media and content strategy your competition has adopted can help reduce friction and prevent overlapping throughout the process of competitive research. Competitive Research: Target market - Correct Answer Understanding your competitors' target audience can provide insights into your own target audience and how your strategy can differ, based on how your product solves the problem for them. It also can help you understand the challenge, depending on the similarity of your target audience. Competitive Research: Message - Correct Answer learn the competitors message in order to differentiate Competitive Research: platforms - Correct Answer SM, competitors asests, search and content anaysis Competitive Research: Social Media platform - Correct Answer Similar to gathering audience insights, social media is an infinite source of insights, conversations, hashtags, mentions, reviews, and comments. DEDICATED MONITORING TOOLS, like Twitter, Feedly, and Brandwatch keep an eye on audience chat about your competition. Additionally, you can see how people compare your business to others and, for example, how much more volume their brand generates in terms of community density. Competitor Assets - Correct Answer Visit your competition's website, downloading their white papers or quarterly reports, listening to their webcasts or podcasts, and participating in their online events is a great way to understand their business, how they position themselves, and how they deliver their message. Put yourself in the consumer's shoes, understand the buyer's journey understand where/how competitors traffic is generated and refine your media strategy. Competitor research: Search - Correct Answer SEARCH TOOLS such as SEMrush or SpyFu to understand how your competition ranks for specific keywords. Are they using keywords you are not? Use Google alerts to be notified when new competitor content is added Competitor research: Content analysis - Correct Answer TOOLS TO MONITOR other forms of content that your competition is distributing. Use Owletter it track newsletters, Kompyte to track their website changes, this is helpful to set targets if you are working as a challenger on the market. Industry Trend Research: Porter's 5 competitive forces - Correct Answer Porter's 5 competitive forces Industry rivalry: Intense competition leads to reduced profit potential Threat of substitutes: substitute products limit ability to raise prices. Bargaining power of buyers: Powerful buyers have a significant impact on prices. Bargaining power of suppliers: Powerful suppliers can demand premium prices and limit your profit. Barriers to entry (threat of new entrants): These act as a deterrent against new competitors. Benefits of conducting industry trend research - Correct Answer The role of industry trend research is to understand the movement, to prepare and ultimately predict their direction and adapt a strategy that will strengthen the company's presence on the market. Keeping up with audience's communication style and medium - Correct Answer TRACK BEHAVIORAL CHANGES which inform when customers no longer look to the once preferred platform but instead another, or that they are looking for new ways of solving a similar problem. Identify market opportunities - Correct Answer Audience communication style and medium help identify market opportunities with new needs or values that are important to the consumer. An aid that helps to plan the marketing strategies based on the predictive analysis of market trends. Don't become irrelevant - Correct Answer Increase customer loyalty, adapt to existing tends and look for new trends TOOLS TO TRACK INDUSTRY TRENDS - Correct Answer Social media monitoring, market reseach reports, search analytics, academic research Tools to track industry trends: social media monitoring - Correct Answer Identify conversation density to find trends and insights; where are consumers looking and what do they want next. Tools such as TweetDeck, Google Trends, and Twitter trending topics can help. identify the patterns online to see what is trendy at the moment. While a reliable source of instant trend information. it is a reactive approach, meaning you may find a trend only AFTER it is already well known. Tools to track industry trends: Market research - Correct Answer 3rd party researchers: Euromonitor, eMarketer, Qualtrics, Nielsen, Crimson Hexagon, and PwC. Provide quality data, generally large scale and statistically more accurate. Tends to be time consuming and costly. Tools to track industry trends: Search analytics - Correct Answer Keywords are fantastic indicators of trends. The main tools for analyzing keywords are Google Ads and Google Trends, but other tools include the Amazon Keyword Trends tool or Wordtracker. Tools to track industry trends: Academic Search - Correct Answer Great sources of predictive trend research. IT, Harvard, Oxford, and so on, but also through scholar databases such as Google Scholar or Base. 5 Stages of the buyers journey SALES FUNNEL - Correct Answer Awareness Interest Consideration Conversion Retention The buyers journey: Awareness - Correct Answer Awareness: To communicate a benefit, and tell them about a brand, product, event, or offer The buyers journey: Interest - Correct Answer Interest: To increase emotional engagement The buyers journey: Consideration - Correct Answer Consideration: To bring your company to the forefront of the choice The buyers journey: Conversion - Correct Answer Conversion: To convert intent into action The buyers journey: Retention - Correct Answer Retention: To make the consumer feel special and increase the chances of recommendations 360 Marketing - also called integrated marketing strategy - Correct Answer A marketing plan both on and offline, traditional and digital. A true 360 campaign includes everything that is used by your consumer - mobile, digital, search, and social, as well as any relevant traditional channels like TV, radio, or print with MEASURABLE results. 8 Channels of digital marketing - Correct Answer Content Display and video advertising Social media marketing Paid search Search engine optimization Email marketing Automation Analytics 5 Advertising Platforms - Correct Answer Google Display Network (GDN) Facebook AdRoll Criteo Premimun Network Buys Google Display Network - Correct Answer advertisers serve video and display ads to over 2 mil websites, 90% global reach, includes mobile apps and YouTube Targeting options in GDN - Correct Answer Target people based on specific content they are browsing Specific defined audiences Particular location,. GDN offers 2 campaign types (DO NOT select Smart option - Correct Answer Search network with display opt-in: aligns to KEYWORDS, it allows you to show your search text ads when people search for your keywords. Google will also create banner ads for you and show these display ads beside content that contains your KEYWORDS Display network only: your ads are matched to websites or mobile apps that include RELATED CONTENT aligned to your business or to your customer's interests. Campaign goals - Correct Answer 3 defined goals: -Awareness: giving you the opportunity to reach new customers -Influence consideration: educating your audience about your unique selling points -Driving action be strategic and put a message in front of the right customers at the right time Facebook - Correct Answer over 2 billion users, allows for targeted ads using interest and location data sets AdRoll - Correct Answer retargeting platform, uses its own retargeting pixel to target ads to customers who have previously visited a website Criteo - Correct Answer e-commerce retargeting platform, show consumers ads of products they've viewed on the advertisers site Premium Network Buys - Correct Answer purchased thru a media house, advertisers choose premium sites to serve ads on, guaranteeing reach for a set budget sold per M. Costly YouTube Analytics Reports - Correct Answer -Earning: estimated earning and ad performance -Watch-time: watch time, views, traffic source, retention -Engagement: subscribers and annotations YouTube ad formats - Correct Answer TrueView In-stream TrueView video discovery Bumper ads -create separate ads for each format, as each format fulfills a different objective Automation - Correct Answer Rules are engaged to delivery content automatically via EM or SM channels. This is called lead or prospect nurturing TrueView video discovery - Correct Answer your video ads are displayed in places an interested audience is likely to find them, including next to related videos, as part of YouTube search results, or on the YouTube home page. Bumper ads - Correct Answer non-skippable video up to 6 seconds duration Advanced YouTube ad options - Correct Answer TrueView for shopping Universal App Campaigns YouTube Masthead TrueView for shopping - Correct Answer uses google Merchant center product data to generate shopping cards, (clickable product picture overlaid on top of video to up-sell products related to the video content)6 cards may appear on a video at a time Does YouTube use PPC? - Correct Answer YouTube ads can be pay-per-view (PPV) or pay-per-click (PPC) based on their length and placement. Creating a brand YouTube channel - Correct Answer To create a YouTube channel for a brand, you will begin with a personal channel. 1. Sign in to YouTube, click on the profile icon, and go to your channel list. 2. Select Create a Channel and fill in the details of your brand account. 3. Click Sign up and Create. 4. Customize your channel Upload a video to your YouTube channel - Correct Answer 1. Click on Upload. 2. Select a file to upload. 3. Choose the video privacy settings. 4. Set the basic information and the advanced settings of your video. 5. Add a video thumbnail. 6. Click Done or Publish. 7. Select your privacy settings and click Share to share your video. ABCD of effective creative - Correct Answer Attract attention from the start. Brand naturally and meaningfully. Connect with the viewer through emotion and storytelling. Direct the user clearly with what you want them to do next YouTube Studio tools - Correct Answer Dashboards for notifications and alerts. Your Video Manager can help you organize your video. Community to review and respond to comments. Your Channel enables you to adjust your channel's settings. Analytics to review your channel performance. Create new videos from your library and with your editor YouTube Video metadata - Correct Answer Video title: Provide a title that entices clicks Video description: Accurately describe the videos content Tags: Add keywords to be found in search Video thumbnails and YouTube Cards - Correct Answer Thumbnails show a quick snapshot of your video. YouTube cards allow you to add links to other videos, websites, or merchandise, and request viewers subscribe or leave a comment YouTube Studio features - Correct Answer Trim the start and end of your video. Cut out sections from the middle of your video with the split function. Replace audio with music from the YouTube library. Add an end screen to your video to encourage your audience to keep watching your content YouTube analytics reports - Correct Answer Earnings report: estimated earnings and ad performance. Watch-time reports: watch times, views, traffic sources, and audience retention. Engagement reports: subscribers and annotations reports. Universal App Campaigns - Correct Answer promote your app across YouTube, GDN, Search and Google Play Store TrueView In-stream - Correct Answer plays before, during, or after other videos. Skip option after 5 seconds, gives users a choice Analytics - Correct Answer Data sets to understand the buyers journey thru marketing channels and sales funnel Decision matrix 4 quadrants - Correct Answer Quad 1 urgent & important DO Quad 2 not urgent but important PLAN Quad 3 urgent but not important DELEGATE Quad 4 not urgent or important ELIMINATE Time Management - Correct Answer Batch tasks, eliminate time stealers Programmatic - Correct Answer detailed audience profiles, and video advertising inventory is aggregated from a wide variety of sources to build audience profiles and aims to serve the right ad format at the right time to your audience to drive higher recall, consideration, and awareness. AdRoll - Correct Answer a retargeting platform, which uses its own remarketing pixel to target ads to consumers who have previously visited a website Pareto Principle - Correct Answer Pareto's 80/20 rule can be applied to learn how to prioritize your tasks: by days, weeks, and months. UGO - Correct Answer User generated content Sparktoro - Correct Answer Audience research tool that shows the websites your customers visit, social accounts they follow, hashtags they use, and more — so you can do marketing that works Google alerts - Correct Answer By defining keywords, users can set notifications to come daily, weekly, or monthly Predictive search - Correct Answer Google Moz or Ahrefs keyword research - Correct Answer Moz to conduct keyword research - Correct Answer pg 27 mod 2 Content marketing - Correct Answer Builds brand and educates consumers to the benefits of your product or service, Drives valuable search traffic and EM and SM engagement Benefits of content marketing - Correct Answer Grow awareness Recruit advocates Inc and improve SEO Generate new business leads Enhance understanding Stages of the buyers journey - Correct Answer Awareness Interest Consideration Conversation Retention Effective content - Correct Answer Relevant Personalized Valuable addresses needs Includes a CTA Presents solutions Topical conent - Correct Answer Current and timely, in the now short pieces, tweets, memes, vids, pics Evergreen content - Correct Answer Timeless How-to articles video tutorials beginner's guides FAQs case studies list articles checklists Content marketing strategy - Correct Answer ever-evolving plan determines target audience needs defines user journey aligns to business objectives Content marketing goals - Correct Answer Awareness Consideration Conversion Affinity Advocacy Content marketing goals: Awareness - Correct Answer Focus on SM posts, banner ads, video and images Effectiveness of awareness content is largely measured in impressions, number of people reached, and number of searches for your brand online. Content marketing goals: Consideration - Correct Answer Blogs, demonstration videos, specs that outline benefits and features, helps audience choose you and take action. Measured by the number and quality of comments, shares, likes, and replies - in other words, anything that elicits a response from your target audience. Content marketing goals:: Conversion - Correct Answer Digital advertising, lead magnets, and purchase landing pages. The purpose of this content is to build on the effectiveness of your awareness and consideration content , in many cases this is the last point to make the purchase or complete lead generation. Measured by sales and leads. Lead magnet - Correct Answer Trade for contact details for something in return, like eBooks, free trials of a product, access to a webinar, podcast, or video content Content marketing goals:: Affinity - Correct Answer Goal-focused content; all types associated with brand building to attract new or retain existing customers. Measured by ranking user generated SM reactions, comments, and feedback, can be pos or neg. Content marketing goals:: Advocacy - Correct Answer A continuation of affinity goals in regard to retention. This is where brand champions, ambassadors or advocates do your work. Key considerations when aligning content marketing to biz goals - Correct Answer Consistency, Timing, Input and website Buyer personas - Correct Answer Imaginary character based on research and data that represents your ideal buyer or target audience. Targeting, format, and discovery make up the essential parts of the content marketing 5 stages of the consumers journey using social - Correct Answer *Awareness: SM most effective here, followed by interest Interest Consideration Conversion Retention Newsfeed - Correct Answer The center of content display Engagement - Correct Answer Any reaction a user takes on a social post Usernane - Correct Answer Identifier used on Twitter, Insta, and Snap, preceded by the @ Blocking - Correct Answer Allows uses to removed followers Mention - Correct Answer Post or comment containing another users name Follower of fan - Correct Answer A user who subscribed to receive o view your posts in their feed Story - Correct Answer Users create a slideshow format to share a visual story A Guide to platform specific terms - Correct Answer FB, YouTube, Insta, Twitter, LinkedIn, Pinterest, FB Profile and pages - Correct Answer Profiles - noncommercial, represent individuals Pages - like profiles but are for business, brands and organizations, managed by people with personal profiles FB Business Manager - Correct Answer ecurely shares control and access to FB assets FB Creator Studio - Correct Answer tool to track and manage content performances across different pages, has a scheduling tool and inbox to manage comments and messages across FB and Insta FB Ads - Correct Answer target content to specific audience for a fee FB Carousel - Correct Answer Ad format allowing up to 10 images or videos in one scrolling post FB Events - Correct Answer Calendar-based resource used to notify upcoming events FB Watch - Correct Answer free video-on-demand service FB Live - Correct Answer allows stream and share live video FB Messenger - Correct Answer communication tool used my marketers to engage w/ customers via private message YouTube Channel - Correct Answer like a profile page, shows name, account description, public videos etc YouTube Subscribe - Correct Answer tool to send instant channel updates to subscribers when new content is added YouTube Title - Correct Answer What you call or title your video, include keywords to rank well in search YouTube Tag - Correct Answer allows the addition of categories to reach relevant audiences YouTube Description - Correct Answer keyword -rich caption underneath video, the place for CTA, links to websites or other social platforms You Tube Thumbnail - Correct Answer custom image you choose as the cover or your video Instagram Feed - Correct Answer Search and explore algorithm-based home feed comprised of what Inst thinks the user is most interested in Display and video versus search - Correct Answer Display and video advertising are push channels that spread a message. Search engine marketing is a pull channel, in that it captures existing demands. Insta Search and Explore - Correct Answer where you can find content from public accounts you don't yet follow Insta Filters - Correct Answer photographic enhancements applied to content before publishing Insta Stories - Correct Answer ephemeral content in the home feed lasting 24 hrs, customizable w/ filters or stickers Insta Highlights - Correct Answer allows you to save stories in folders so they remain longer than 24hrs Twitter Tweet - Correct Answer a communication unit on Twitter, limited to 280 characters. Most common length is 33 Twitter Retweet - Correct Answer another user's tweet is shared Twitter Reply - Correct Answer a direct response begins w the @ followed by their user name and then your response. Conversation replies are not shown in chronological order but ranked by interest and can be grouped by sub-conversations which will show the best (most liked) content first Twitter Geo-tagging - Correct Answer the act of stamping the location details of where a tweet was created, so you can search for tweets within a defined area. This toggles on or off. Twitter Moments - Correct Answer Curated stories showcasing the very best of what's happening on Twitter; customisable and editable to based on user preference. They can be created on Desktop. Twitter Mute Words - Correct Answer allows the user to block notification based on specific words, hashtags, phrases, emojis etc Twitter Trend - Correct Answer Particular subject of conversation topic that is popular, either globally or in a specific area Twitter Card - Correct Answer a tweet enhanced by one of 4 attachments: Summary card, summary card with w large image, App Card or the Player Card Twitter's live video tool - Correct Answer Periscope Twitter Business Account - Correct Answer create a standard twitter account for your biz LinkedIn Connections - Correct Answer People in your network. Made of of 1st, 2nd and 3rd degree connections as well as fellow members of you LinkedIn groups. Options vary based on degree of connection. LinkedIn InMail - Correct Answer private emails only available to users with Premium accounts LinkedIn Company Pages - Correct Answer (Set it up under work icon on ribbon) specific pages for an organization to post or promote content through paid campaigns LinkedIn Premium Accounts - Correct Answer paid subscription for the purpose of careet progression, recruitment, lead gen, business insights and learning LinkedIn SlideShare - Correct Answer content hosting platform that works as a web service, you may upload presentations, videos, infographics and PFDs to publicly share. Convenient way to house all your brand's shareable content LinkedIn Group - Correct Answer page supporting moderated, specific, topical discussions Pinterest Pins - Correct Answer Pins are ideas that users create, find and save from the web, their url source is embedded in the pin as a working link Pinterest Board - Correct Answer the virtual where a users saved pins are kept. Boards are named and organized to the users liking Pinterest Group Boards - Correct Answer collaborative boards for use with other users Pinterest Rich Pins - Correct Answer provides more context than a pin. 4 types; app, product, recipe or article. Pinterest Browser Button - Correct Answer browser extension allowing a one click save Snapchat feature - Correct Answer memories longtail keywords - Correct Answer easier to rank, harder to research short-tail keyword - Correct Answer harder to rank, easier to research priortize keywords - Correct Answer P1 promary keyword, select one P2 secondary keyword, select 2 P3 tertiary keywords, select 3 four key steps to optimizing your website - Correct Answer XML sitemap - Correct Answer a file that references every URL used by search engines Crawlability 5 steps - Correct Answer Minimize errors Use redirects wisely Submit xml sitemap Minimize duplicates Check for indexed pages Ads buying mechanisms -DISPLAY - Correct Answer -Premium fixed price (CPM) usually per M impressions, usually bespoke creative -CPC in the auction a max limit is set per click -Viewable cost per M, (vCPM) in the auction a limit is set on max spend per every 1000 impressions Ads buying mechanisms -VIDEO - Correct Answer You Tube offers 2 main buying mechanisms -Premium Masthead, creative that rums on the top of YouTube home page for 24 hrs in your chosen market. Can also be reserved buys which guarantees a set volume of video impressions against a broadly targeted audience segment for -Auction buys, also known as True View, advertiser pays only if the user engages with ad. Price is set for full view at 100% as well as incremental spends for partial views, percentages of 25, 50 or 75% of set price for time watched Display campaign creation Basic settings - Correct Answer Geographic Language Device Steps to create a display campaign - Correct Answer 1. Go to Campaign level. 2. Click + button, select New campaign. 3. Select a goal for your campaign. 4. For a campaign type, select Display. 5. Choose Standard display campaign. 6. Set your campaign settings. 7. Create an ad group. 8. Create ads or choose to do this later. 9. Click Save and continue. Considerations for responsive ads - Correct Answer Messaging: Use clear and concise messaging. Appearance: Consider how the ad will appear across all formats. CTA: Include a call to action Multiple ad placements: Preview your ad in a variety of ad placements Steps to Create image display ads to run on GDN - Correct Answer 1. Select Display campaigns. 2. Select Ads and extensions. 3. Select + button. 4. Select Upload display ads. 5. Upload your ad. 6. Save more....Guidelines for GDN - Correct Answer Be aware of the guidelines when manually creating ads for different size formats. Upload the correct size dimension. It's not guaranteed that your ad will be shown with your preferred placement if website owners do not allow for a given size and style. It's advised to always include one text ad on the GDN in your ad groups, as many display partners will only allow text ads on their websites. This will make your ads more eligible to be shown on the GDN Link YouTube with Google Ads - Correct Answer 1. Sign in to YouTube. 2. Select your channel. 3. Navigate to YouTube Studio. 4. Under Channel, click Advanced. 5. Under Google Ads account linking, click Link a Google Ads account. 6. Follow the instructions, and then click Finish. 7. The owner of the Google Ads account approves your request Link Google Ads with YouTube - Correct Answer 1. Sign in to Google Ads. 2. Select Tools. 3. Click Linked accounts. 4. Navigate to YouTube, click Details. 5. Click + button. . In the "Link a YouTube channel" dialog, search for a channel or enter its URL. 7. Follow the instructions to complete the process. 8. The owner of the YouTube channel approves your request. Benefits of linking your Google Ads and YouTube channels - Correct Answer Your ad views count towards your overall view count. You can remarket to users who have viewed your videos. You can add a CTA overlay on your videos. You can use the additional reporting features to report on earned views and subscriptions to your channel. Steps to create a standard video campaign in Google Ads - Correct Answer 1. Go to Campaign level. 2. Click + button, and select New campaign. 3. Select a goal for your campaign. 4. For a campaign type, select Video. 5. Choose Standard display campaign. 6. Set your campaign settings such as budget, location and language. . Add content exclusions and ad scheduling, if required. 8. Select targeting options. 9. Create an ad group and bid for the ad group. 10. Create your video ad, including a CTA. 11. Add a headline and complete the form. 12. Click Save and continue. Add basic and ad serving settings - Correct Answer The basic settings for video campaigns include maximum cost per view, daily budget, campaign start and end date, location targeting, and language targeting. Create responsive ad in Ad Builder - Correct Answer Open an ad group. Go to the Ads section and choose create a Responsive ad or Upload ads. This will open the Ad builder. Enter your landing page URL. Scan your social channels to choose an asset for the ad. Add your images and logos. Fill in the details of the ad. Choose a CTA from More options. Enter your Find URL and click Save. think of the 2 tyopes of targeting as who and where - Correct Answer -Audience targeting: Who do you want to show your ad to? When you target audiences, it's based on their interests. They can be on any website when they see your ad. (Advertiser aligns with keyword) -Content targeting: Where do you want your ad to be shown? When it comes to content targeting, you are showing your ad because of the website's content, regardless of what the visitors of that website are interested in. (Advertiser aligns with content) Audience targeting - Correct Answer Target the people who see your ads based on their interests and characteristics. In Google Ads, a targeting group is called an ad group. Each ad group contains a number of characteristics about our audience which we can manage and compare with other targeting groups to see which works best. Categories of audience targeting: -Demographic, -Affinity (is the broadest audience targeting available and reaches people at the top of the funnel) -In-Market Audience -Remarketing or similar audiences (creates mirror audiences based on your remarketing lists or customer email lists. This is a good list to create to identify potential customers who you haven't sold to before Adding Audience targeting - Correct Answer Choose one audience per ad group. Open Ad Groups and click the blue button to choose an audience. Copy the audience and name the ad group after the audience. Add content targeting create a New Ad or copy an existing ad. Select only one targeting option per ad group for better visibility of ad performance. Adding Content Targeting - Correct Answer Decide where you want your ad to appear based on the content surrounding it. You can target your ad in three ways: Keywords - your ads will be displayed beside any written content that contains your keywords. Topic targeting - allows you to target all of the AdSense website partners from a certain category, quickly providing more reach on relevant content Placements - Placement targeting allows you to select exact websites or apps to place ads. This method gives specific targeting but lowers reach. Make you ads highly relevant with - Correct Answer Refined targeting combines audience and content targeting at the ad group level. (ie. Groupon) Adding topics and audiences - Correct Answer Open Google Ads and choose Display. Add a new targeting list by pressing the Plus button. Choose target an audience Select a specific topic Name the ad group Select an ad and add it to the Ad Group to copy it. Specify the targeting options for the Ad Group. Targeting: only show your ad to people when they are on websites that are based on a topic. Observations: additional insights into the characteristics of our audience. Keyword targeting on GDN - Correct Answer Keyword targeting means telling Google to only show your ads when certain keywords appear in the text of a newspaper article or blog, for example. Open your display campaign. In the Ad group area, create a new Ad group. Go to Content, and choose Keywords. In the Keywords section, type in keywords Scroll down and create a New Ad or copy an existing ad Select it and add it to the ad group. Give the Ad Group a name that reflects the targeting type. Placement targeting on GDN - Correct Answer Placement targeting is when you choose a specific website, YouTube channel or YouTube video where you want your ad to be displayed. Open your display campaign. Go to your ad group list. Click the plus button to create a new ad group. Go to Content, and choose Placements. In Placements, type in multiple Placements, such as website addresses, and click Save. Content Exclusions. DO THIS - Correct Answer Open your campaign list and click on your display campaign. Go to the Settings area then Additional Settings. Scroll down to Content Exclusions and select all the types of content you don't want your ads to show up beside, Click Save Add Observations - Correct Answer You can add some observations to your campaigns for additional insights. Open your Display campaign. Choose an Ad group (there will be some predefined observations built in already). Select Demographics to view the different demographics. Click on Topics, and Edit topics. Choose Observation - this will show the type of website category the audience visits. Add the Topic to your Ad Group Types of Remarketing on the display network - Correct Answer -Standard remarketing shows your ads to previous visitors of your website. -Dynamic remarketing enables you to automatically populate your ads with the product that somebody was last viewing on your website. -Video remarketing allows you to show ads to people who have interacted with your video on YouTube in the past. -Email remarketing allows you to upload a list of customer emails to Google Ads and show them ads as they browse the internet or YouTube. Remarketing tag - Correct Answer To begin remarketing, you need to add a remarketing code to your website. This is known as a tag. This can be added by using the Google Ads remarketing tag or Google Analytics data. It is important to tell people in your privacy and cookie policy that you are using cookies for remarketing purposes. Walk through Remarketing - Correct Answer Open Google Ads. Go to Tools, and then Audience manager. Link your website to Google Ads in Audience sources. Make sure your Google Tag is set up correctly. Go to the Audience lists section, and press the blue button, Select or upload an email list here. Click in on Website visitors. Name your audience and set the URL parameters for your audience. Return to the Google Ads Campaigns area, and create a new campaign. Fill in your details. Create the ad and complete the campaign setup. Bidding options - Correct Answer Automated bidding (is the default bidding option and can be changed in Advanced settings) is a good place to start when running a display campaign using Google Ads. Bid adjustments allow for better control over when and where your ad appears. With bid adjustments, you can increase or decrease how much you are willing to pay for a specific targeting group. A bid adjustment can be set from -100% to +900%. When you set bids to -100%, your ads won't show on the device, location, or other targeting criteria you have selected at all. Bid adjustments by device - Correct Answer When planning your bidding strategy, don't overlook the device bid adjustment. This is where we decide how much we are willing to pay for ads on mobile, tablet, or desktop devices. As most internet consumption happens on mobile, we must consider the importance of mobile, particularly when it comes to your video strategy. Features of mobile that may affect your video strategy include: Video duration: shorter videos generally perform better on mobile. Orientation: vertical video is more common on mobile. Device specification: mobile screen sizes can vary so it's important to create responsive video ads. Display Metrics - Correct Answer Impressions Clicks CTR % of people who saw and clicked vCPM - cost per 1000 impressions Conversions View-through conversions - tracked w/cookies Reach and frequency - # of people who saw and how often they say it Video Metrics - Correct Answer Impressions # of time ad sown Views # of full views of video View Rate - saw and clicked Clicks # of viewers who clicked ad Click Rate # of people who saw some and clicked CPV - full video. True-view only pay for % watched Display Column Metrics - Correct Answer Performance: shows impressions, clicks CPM and cost Viewability: shows viewable inpressions, average viewable CPM and rate Conversions: shows viewable impressions, conversions, cross-device conversions, and view through conversions Competitive metrics: shows your display impression share and how much is lost due to budget or rank. GDN column sets for video campaign reporting - Correct Answer Views: video views and audience engagement Audience: tracks YouTube audience growth Branding: how well are ads building brand awareness Conversions: analyse clicks and conversions on your site Reach metrics: metrics showing how many people were shown your ads Google Ads metrics - Correct Answer View percentage: what percentage of the video users watched FOLLOWING EXPOSURE TO YOUR PAID VIDEO AD Earned views: organic views Earned subscriber: # of subscribers your channel gained Earned shares: # of shares f Earned likes: # of organic likes of your videos Video targeting reports - Correct Answer analyze individual video ads against campaign KPIs and compare ad formats ESP Email Service Provider Benefits - Correct Answer Contact database management Segmentation Personalization Automation Tracking behavior Unsubscribe management Email and landing page creation Data Protection and email permissions - Correct Answer GDPR - European CCPA - California CASL - Canada CAN-SPAM - US Email preference center: - Correct Answer Offers subscription type and frequency options instead of just removing them from your list, What level is the tracking code generated? - Correct Answer Property What's the highest level and access point for analytics? - Correct Answer Account What level can you segment data? - Correct Answer View What is the purpose of a View in Google Analytics? - Correct Answer organize visitor data ie. origin, source, pages viewed What report helps you understand the buyers journey on your site? - Correct Answer Behavior Flow Funnel Visualization - Correct Answer Set up during goal creation, allows tracking of the steps taken in the purchase journey. If there is a drop off you can see where and investigate why Top Conversion Paths Report - Correct Answer provides a granular insight in the most popular journay users take to conversion. Using this you can identify your opening, assisting and closing channels Steps to take to conduct a social listening study - Correct Answer Identify Keywords Use social search Check for additional keywords Identify Trends Establish Insight Timeline for quarterly digital marketing activity - Correct Answer 3 categories Planning Production Launch Planning - Correct Answer Audience, market and competitive research Set campaign objectives Forecast KPIs Create Personas Production - Correct Answer Content Audit Write Creative Brief Create Production Write Media Brief Launch - Correct Answer Create Campaigns Lanch Campaign Channels Monitor and Optimize Performance Reporting