Digital Marketing Exam - Ch. 1-8 StuKent
UPDATED Exam Questions and CORRECT
Answers
URL (Uniform Resource Locator) - CORRECT ANSWER - "amazon.com",
"http://amazon.com", "http://www.amazon.com" indicating which webpage the user wants to
display.
Domain Name - CORRECT ANSWER - "Amazon.com" - name of a website.
IP address - CORRECT ANSWER - Internet Protocol address; standardized set of
procedures for locating computers connected to the internet and for transferring information from
one computer to another.
Server - CORRECT ANSWER - a computer connected to the internet that fulfills
information requests to the website
Cookie - CORRECT ANSWER - unique identifier that Amazon placed on John's computer
during one of his previous visits to amazon.com so Amazon could remember him.
Typically used to tailor the website experience to each user.
Can better recommend products John (user) might like based on his browsing and purchase
history.
Dynamic Serverside Programming Language Examples - CORRECT ANSWER - Java,
C++, Perl, and PHP
HTML - CORRECT ANSWER - Hypertext markup language that web browsers process
Javascript - CORRECT ANSWER - Client-side coding languages that web browsers
process to display webpages
,Web Browsers - CORRECT ANSWER - software that displays webpages -- Internet
Explorer, Firefox, Chrome, Safari, Opera
Transport Layer Security (TLS) - CORRECT ANSWER - an encryption method to prevent
eavesdropping from third parties; how credit card info is sent when a customer purchases
something online
Secure Sockets Layer (SSL) - CORRECT ANSWER - Predecessor of TLS
Web Hosting - CORRECT ANSWER - providing server space for others to run a website
Three types of traffic (visitors) - CORRECT ANSWER - 1. Direct traffic (an internet user
types the website's URL directly into the browser)
2. Referral traffic (an internet user clicks on a link to the site from another site)
3. Search traffic (an internet user clicks on a link to the site from a search engine results page --
though this can technically be considered referral traffic, search traffic and referral traffic differ
from one another in many ways and so are considered separately)
Direct Traffic - CORRECT ANSWER - Most websites earn little; comes from either
offline advertising activities or from habit. Type the URL directly into their browser's address
bar.
Referral Traffic - CORRECT ANSWER - categorized by paid and unpaid.
Paid Referral Traffic - CORRECT ANSWER - banner, text, or rich media ads that a
website has paid to display on other websites
Unpaid Referral Traffic - CORRECT ANSWER - any visitors that come to the website
from any links that are not paid for
EX: Hyperlinking words in an article to go to an external website
,Search Traffic - CORRECT ANSWER - can also be categorized as unpaid and paid
Paid Search Traffic - CORRECT ANSWER - comes from ads on the search engine results
page that accompany the organic results
Unpaid Search Traffic - CORRECT ANSWER - any traffic that comes to a site from clicks
on the *organic* search results on the search engine results page (SERP)
Measurement of Websites Success - CORRECT ANSWER - 1. Generate Traffic (visitors
to the site)
2. Drive conversions (entice visitors to engage in some type of desired behavior)
3. Generate revenue (if owner wants to earn money from the website)
Conversion - CORRECT ANSWER - a target action website owners wish visitors to take;
most easily understood in the context of online retail, or eCommerce (calculated as
Purchases/Visits)
Revenue - CORRECT ANSWER - generated as a measure of a website's success in
generating conversions
How to maximize revenue from each conversion: - CORRECT ANSWER - -Email Lists--
> send emails about products to entice customers
-Premium Memberships
EX: Amazon Prime
True/False: Conversions are used only for e-commerce websites. - CORRECT ANSWER -
False. Not all websites are retail websites so a conversion can be defined many different ways.
, eCommerce - CORRECT ANSWER - visitor has converted when he/she makes a purchase
from the site
Conversion rate - CORRECT ANSWER - percentage of visitors who convert; one of the
most important indicators of a retail website's success
Lead Generation - CORRECT ANSWER - generate an inquiry from a potential customer
into a business's products or services
Search Engine - CORRECT ANSWER - conversions can include bookings, sign up for
emails, or ad click-through
Media - CORRECT ANSWER - this type of website that has a conversion that is most
difficult to define
Social Media - CORRECT ANSWER - new account creation-conversion
Affiliate Marketing - CORRECT ANSWER - makes money when a visitor clicks on one
of their affiliate links and buys something on the destination website. Click-through is main
conversion. Purchase is secondary conversion.
Shopping Cart - CORRECT ANSWER - software that stores shoppers' product requests
Marketplace - CORRECT ANSWER - provide a platform for buyers and sellers to come
together for these exchanges. Both actions of buying and selling are primary conversions.
Secondary focus: account creation
To this day, Google still makes more money from...than from all of its other revenue sources
combines - CORRECT ANSWER - Ad Words
UPDATED Exam Questions and CORRECT
Answers
URL (Uniform Resource Locator) - CORRECT ANSWER - "amazon.com",
"http://amazon.com", "http://www.amazon.com" indicating which webpage the user wants to
display.
Domain Name - CORRECT ANSWER - "Amazon.com" - name of a website.
IP address - CORRECT ANSWER - Internet Protocol address; standardized set of
procedures for locating computers connected to the internet and for transferring information from
one computer to another.
Server - CORRECT ANSWER - a computer connected to the internet that fulfills
information requests to the website
Cookie - CORRECT ANSWER - unique identifier that Amazon placed on John's computer
during one of his previous visits to amazon.com so Amazon could remember him.
Typically used to tailor the website experience to each user.
Can better recommend products John (user) might like based on his browsing and purchase
history.
Dynamic Serverside Programming Language Examples - CORRECT ANSWER - Java,
C++, Perl, and PHP
HTML - CORRECT ANSWER - Hypertext markup language that web browsers process
Javascript - CORRECT ANSWER - Client-side coding languages that web browsers
process to display webpages
,Web Browsers - CORRECT ANSWER - software that displays webpages -- Internet
Explorer, Firefox, Chrome, Safari, Opera
Transport Layer Security (TLS) - CORRECT ANSWER - an encryption method to prevent
eavesdropping from third parties; how credit card info is sent when a customer purchases
something online
Secure Sockets Layer (SSL) - CORRECT ANSWER - Predecessor of TLS
Web Hosting - CORRECT ANSWER - providing server space for others to run a website
Three types of traffic (visitors) - CORRECT ANSWER - 1. Direct traffic (an internet user
types the website's URL directly into the browser)
2. Referral traffic (an internet user clicks on a link to the site from another site)
3. Search traffic (an internet user clicks on a link to the site from a search engine results page --
though this can technically be considered referral traffic, search traffic and referral traffic differ
from one another in many ways and so are considered separately)
Direct Traffic - CORRECT ANSWER - Most websites earn little; comes from either
offline advertising activities or from habit. Type the URL directly into their browser's address
bar.
Referral Traffic - CORRECT ANSWER - categorized by paid and unpaid.
Paid Referral Traffic - CORRECT ANSWER - banner, text, or rich media ads that a
website has paid to display on other websites
Unpaid Referral Traffic - CORRECT ANSWER - any visitors that come to the website
from any links that are not paid for
EX: Hyperlinking words in an article to go to an external website
,Search Traffic - CORRECT ANSWER - can also be categorized as unpaid and paid
Paid Search Traffic - CORRECT ANSWER - comes from ads on the search engine results
page that accompany the organic results
Unpaid Search Traffic - CORRECT ANSWER - any traffic that comes to a site from clicks
on the *organic* search results on the search engine results page (SERP)
Measurement of Websites Success - CORRECT ANSWER - 1. Generate Traffic (visitors
to the site)
2. Drive conversions (entice visitors to engage in some type of desired behavior)
3. Generate revenue (if owner wants to earn money from the website)
Conversion - CORRECT ANSWER - a target action website owners wish visitors to take;
most easily understood in the context of online retail, or eCommerce (calculated as
Purchases/Visits)
Revenue - CORRECT ANSWER - generated as a measure of a website's success in
generating conversions
How to maximize revenue from each conversion: - CORRECT ANSWER - -Email Lists--
> send emails about products to entice customers
-Premium Memberships
EX: Amazon Prime
True/False: Conversions are used only for e-commerce websites. - CORRECT ANSWER -
False. Not all websites are retail websites so a conversion can be defined many different ways.
, eCommerce - CORRECT ANSWER - visitor has converted when he/she makes a purchase
from the site
Conversion rate - CORRECT ANSWER - percentage of visitors who convert; one of the
most important indicators of a retail website's success
Lead Generation - CORRECT ANSWER - generate an inquiry from a potential customer
into a business's products or services
Search Engine - CORRECT ANSWER - conversions can include bookings, sign up for
emails, or ad click-through
Media - CORRECT ANSWER - this type of website that has a conversion that is most
difficult to define
Social Media - CORRECT ANSWER - new account creation-conversion
Affiliate Marketing - CORRECT ANSWER - makes money when a visitor clicks on one
of their affiliate links and buys something on the destination website. Click-through is main
conversion. Purchase is secondary conversion.
Shopping Cart - CORRECT ANSWER - software that stores shoppers' product requests
Marketplace - CORRECT ANSWER - provide a platform for buyers and sellers to come
together for these exchanges. Both actions of buying and selling are primary conversions.
Secondary focus: account creation
To this day, Google still makes more money from...than from all of its other revenue sources
combines - CORRECT ANSWER - Ad Words
