DIGITAL MARKETING - STUKENT MIMIC
TEST QUESTIONS AND ANSWERS
Hi! I think it's so great that we get to intern for Buhi as a team!
#soontobecollegegraduates #awesomeinternship. So, I'm handling a couple of
campaigns and I remember one of our professors telling us that SEO is not the
same as paid or PPC keywords. Do you remember what he told us? - ANSWER
PPC (pay-per-click) keywords are based more on search volume, competition,
and intent to search since ads are actually competing with competition for
highly utilized, purchase-intent keywords themselves. SEO primarily deals with
keyword difficulty.
Hi. I just want to ensure this Backpack campaign does well and bids appear to
be the key to me. I remember an earlier digital marketer telling me that bids
must stay fairly low, but can you tell me why we can't put $100 behind a
keyword so that we guarantee priority?
- ANSWER The highest CPC bid is the amount that the advertiser will pay for
a click. The actual CPC is the amount the advertiser will pay when a searcher
clicks through on his/her advertisement. These two numbers tend to be different
since the actual CPC will be less than the maximum CPC. The competitor could
put up a very high bid, just a little less than yours, with the intention of burning
through your account fast. This will enable them to eliminate you as
competition for the remaining part of the day or month and show their ad at
much lower per click. For example, if you bid $20 but your rival bids $19.98,
you'll pay $19.99 and your budget will quickly be reduced, eliminating you
from the bidding game.
, Good job on the new project! I've learned a little about Buhi, and I'm excited to
learn more about the company when we meet up for lunch next week. Couple of
quick questions: Are there rules for selecting keywords? Which four are most
important? Do I simply choose a lot that sound good with my branded terms in
them? - ANSWER Four which to base your choice of PPC keywords are search
volume, suggested bid, competition, and search intent.
Hi again! So, I have an ad group which has performed very well. How do I
know if I should lower or raise my bid to maximize keyword performance? -
ANSWER Impressions are a critical benchmark for keyword performance
analysis. If you're newly experimenting with a keyword and don't get a lot of
impressions or any, chances are you're getting repeatedly outbid and need to
increase your bid. Having a high number of impressions, however, means you're
repeatedly outbidding others. If impressions are too great, then there is a greater
difference between your average CPC and max CPC, which means that you are
potentially paying more on average than you would if you had a smaller
difference.
How do you plan to meet your clicks goal for the Backpack campaign? -
ANSWER My strategy is to test new keywords in an effort to find winning
combinations. I will replace the worst-performing words with these new terms.
I've noticed that my campaign performance is below par because of my small
budget. Any suggestion on how to improve performance without expanding my
budget? - ANSWER I can observe three ways to help: improving ad quality by
optimizing for keywords, moving the budget to highest-performing campaigns
and keywords,
I need help! I'm totally confused. I have several campaigns going on and they
seem to be getting decent traffic. How do you tell which one's performing better
than the other? Is there one metric I need to watch? - ANSWER I would
recommend keeping an eye on click-through rate. The click-through rate metric
TEST QUESTIONS AND ANSWERS
Hi! I think it's so great that we get to intern for Buhi as a team!
#soontobecollegegraduates #awesomeinternship. So, I'm handling a couple of
campaigns and I remember one of our professors telling us that SEO is not the
same as paid or PPC keywords. Do you remember what he told us? - ANSWER
PPC (pay-per-click) keywords are based more on search volume, competition,
and intent to search since ads are actually competing with competition for
highly utilized, purchase-intent keywords themselves. SEO primarily deals with
keyword difficulty.
Hi. I just want to ensure this Backpack campaign does well and bids appear to
be the key to me. I remember an earlier digital marketer telling me that bids
must stay fairly low, but can you tell me why we can't put $100 behind a
keyword so that we guarantee priority?
- ANSWER The highest CPC bid is the amount that the advertiser will pay for
a click. The actual CPC is the amount the advertiser will pay when a searcher
clicks through on his/her advertisement. These two numbers tend to be different
since the actual CPC will be less than the maximum CPC. The competitor could
put up a very high bid, just a little less than yours, with the intention of burning
through your account fast. This will enable them to eliminate you as
competition for the remaining part of the day or month and show their ad at
much lower per click. For example, if you bid $20 but your rival bids $19.98,
you'll pay $19.99 and your budget will quickly be reduced, eliminating you
from the bidding game.
, Good job on the new project! I've learned a little about Buhi, and I'm excited to
learn more about the company when we meet up for lunch next week. Couple of
quick questions: Are there rules for selecting keywords? Which four are most
important? Do I simply choose a lot that sound good with my branded terms in
them? - ANSWER Four which to base your choice of PPC keywords are search
volume, suggested bid, competition, and search intent.
Hi again! So, I have an ad group which has performed very well. How do I
know if I should lower or raise my bid to maximize keyword performance? -
ANSWER Impressions are a critical benchmark for keyword performance
analysis. If you're newly experimenting with a keyword and don't get a lot of
impressions or any, chances are you're getting repeatedly outbid and need to
increase your bid. Having a high number of impressions, however, means you're
repeatedly outbidding others. If impressions are too great, then there is a greater
difference between your average CPC and max CPC, which means that you are
potentially paying more on average than you would if you had a smaller
difference.
How do you plan to meet your clicks goal for the Backpack campaign? -
ANSWER My strategy is to test new keywords in an effort to find winning
combinations. I will replace the worst-performing words with these new terms.
I've noticed that my campaign performance is below par because of my small
budget. Any suggestion on how to improve performance without expanding my
budget? - ANSWER I can observe three ways to help: improving ad quality by
optimizing for keywords, moving the budget to highest-performing campaigns
and keywords,
I need help! I'm totally confused. I have several campaigns going on and they
seem to be getting decent traffic. How do you tell which one's performing better
than the other? Is there one metric I need to watch? - ANSWER I would
recommend keeping an eye on click-through rate. The click-through rate metric
