Digital Marketing - Stukent mimic
UPDATED Exam Questions and CORRECT
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? - CORRECT ANSWER - 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? -
CORRECT ANSWER - 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? - CORRECT ANSWER - 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? - CORRECT ANSWER - 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? - CORRECT
ANSWER - 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? - CORRECT
ANSWER - 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? - CORRECT ANSWER - 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? - CORRECT
ANSWER - 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? - CORRECT
ANSWER - 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? - CORRECT ANSWER - 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.
UPDATED Exam Questions and CORRECT
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? - CORRECT ANSWER - 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? -
CORRECT ANSWER - 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? - CORRECT ANSWER - 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? - CORRECT ANSWER - 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? - CORRECT
ANSWER - 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? - CORRECT
ANSWER - 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? - CORRECT ANSWER - 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? - CORRECT
ANSWER - 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? - CORRECT
ANSWER - 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? - CORRECT ANSWER - 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.
