AMA PCM STUDY GUIDE 2025/2026 ANSWERS AND
QUESTIONS GRADED A+
✔✔**11. True or False: In keyword competition, the amount of search volume plus the
amount of competition equals the level of opportunity. - ✔✔Answer - False
✔✔12. Which of the following steps is NOT included when reviewing a keyword list? -
✔✔A. Collecting the keywords that peoples search most or all of the time.
B. Clarifying the target audiences
C. Identifying demographic Characteristics
D. Removing untargeted keywords
Answer - C. (Identifying demographic characteristics)
✔✔+13. Which of the following describes the role of a search engine? - ✔✔A. Analyze
and rank pages that contain the most keywords
B. Provide users with billions of webpages to choose from
C. Provide users with the best answer
D. Prioritizes ranking big brands above smaller businesses
Answer - C. Provide users with the best answer
✔✔14. What is SEO (search engine optimization)? - ✔✔A. Keeping your website up
with the newest versions of Google Search, Yahoo Search, and Bing.
B. Improving your website so it has better rankings in organic search results
C. Using digital advertising services like Google AdWords to optimize your marketing
budget
D. Improving your website so it has better rankings in paid search results.
Answer - B. Improving your website so it has better rankings in organic search results
✔✔15. True of False: A page's scanability is crucial for maintaining the attention of and
connection with searchers - ✔✔Answer - A. (True)
✔✔16. When creating a keyword spreadsheet, which of the following is the first step? -
✔✔A. Prioritize your list based on average monthly search count
B. Make a comprehensive list of relevant "seed" keywords and potential keyword
candidates
C. Cull and eliminate irrelevant keywords or overly competitive keywords
D. Check for a mix of head and long-tail keywords
Answer -
,✔✔+17. In a page structure, the functionalities of an HTML markup include which of the
following? - ✔✔A. Search engines that need HTML markup to evaluate and find the
keyword relevance for specific items.B. Instructions to build the page
C. Web browsers that use HTML markup to format text
D. All of the above
Answer - D. All of the above
Page 363
✔✔18. What are the elements, in order, of an inverted triangle? - ✔✔A. Call to Action,
Compelling Details, Graphic Element
B. Subject, From, Preheader fields
C. Grab attention, Build anticipation, Call to action
D. CTR, Simple Push, CTOR
Answer -
✔✔19. How many Email Service Providers should smaller organizations use? - ✔✔A.
Fewer than three - smaller organizations need fewer things to keep track of.
B. As many as necessary - organization size does not dictate which or how many ESPs
organizations need
C. One - Today most ESPs have all the features marketing departments of any size
need
D. One - Chose a platform and work with the ESP to develop the features you need.
Answer -
✔✔20. True or False: When the intention of an email ad is to delight customers,
marketers should include only .gifs and never video links - ✔✔Answer - A. (True)
✔✔21. True or False: Naming a piece "Newsletter" in an e-mail message can help
customers learn more about the company and it's campaign - ✔✔Answer - B. (False)
✔✔22. What types of emails can be sent once customer segmentation has been
achieved? - ✔✔(yes)A. Welcoming new scuscribers
B. Special offers based on demographics
C. Abandon cart/form emails
D. Demonstrating security savviness with COI
E. All of the above
Answer -
✔✔23. Recommendation engines are used only for e-commerce on a website. -
✔✔Answer -
, ✔✔24. Which of the following methods is effective for creating an appropriate e-mail
subject line? - ✔✔A. Stay away from clickbait subject lines
B. Use customers' name (sparingly)
C. Be creative
D. Be direct, get to the point
E. All of the above
Answer - E. (All of the above)
✔✔25. What methods can improve an email marketing program? - ✔✔A. Researching
B. Projecting results
C. Validating
D. Evaluating
E. All of the above
Answer - E. All of the above
✔✔26. Which of the following methods is effective for creating an appropriate e-mail
subject line? - ✔✔A. Stay away from clickbait subject lines
B. Use customers' name (sparingly)
C. Be creative
D. Be direct, get to the pointE. All of the above
Answer - E. (All of the above)
✔✔27. True or False: All sender e-mails should include name and company instead of
using a catch-all "from" name and e-mail address - ✔✔Answer - A. (True)
✔✔28. In an email marketing program, objectives are set to measure success against -
✔✔A. Revenue generated
B. Engagement rates
C. Unsubscribe rates
D. List growth
E. All of the above
Answer -
✔✔29. True or False: Marketers can use Google Ads when developing an e-mail
strategy in order to determine the layout and formatting of an e-mail - ✔✔Answer - B.
(False)
✔✔30. Which are types of emails sent with an automation tool? - ✔✔A. Triggers and
replies
B. Activation/Deactivation
QUESTIONS GRADED A+
✔✔**11. True or False: In keyword competition, the amount of search volume plus the
amount of competition equals the level of opportunity. - ✔✔Answer - False
✔✔12. Which of the following steps is NOT included when reviewing a keyword list? -
✔✔A. Collecting the keywords that peoples search most or all of the time.
B. Clarifying the target audiences
C. Identifying demographic Characteristics
D. Removing untargeted keywords
Answer - C. (Identifying demographic characteristics)
✔✔+13. Which of the following describes the role of a search engine? - ✔✔A. Analyze
and rank pages that contain the most keywords
B. Provide users with billions of webpages to choose from
C. Provide users with the best answer
D. Prioritizes ranking big brands above smaller businesses
Answer - C. Provide users with the best answer
✔✔14. What is SEO (search engine optimization)? - ✔✔A. Keeping your website up
with the newest versions of Google Search, Yahoo Search, and Bing.
B. Improving your website so it has better rankings in organic search results
C. Using digital advertising services like Google AdWords to optimize your marketing
budget
D. Improving your website so it has better rankings in paid search results.
Answer - B. Improving your website so it has better rankings in organic search results
✔✔15. True of False: A page's scanability is crucial for maintaining the attention of and
connection with searchers - ✔✔Answer - A. (True)
✔✔16. When creating a keyword spreadsheet, which of the following is the first step? -
✔✔A. Prioritize your list based on average monthly search count
B. Make a comprehensive list of relevant "seed" keywords and potential keyword
candidates
C. Cull and eliminate irrelevant keywords or overly competitive keywords
D. Check for a mix of head and long-tail keywords
Answer -
,✔✔+17. In a page structure, the functionalities of an HTML markup include which of the
following? - ✔✔A. Search engines that need HTML markup to evaluate and find the
keyword relevance for specific items.B. Instructions to build the page
C. Web browsers that use HTML markup to format text
D. All of the above
Answer - D. All of the above
Page 363
✔✔18. What are the elements, in order, of an inverted triangle? - ✔✔A. Call to Action,
Compelling Details, Graphic Element
B. Subject, From, Preheader fields
C. Grab attention, Build anticipation, Call to action
D. CTR, Simple Push, CTOR
Answer -
✔✔19. How many Email Service Providers should smaller organizations use? - ✔✔A.
Fewer than three - smaller organizations need fewer things to keep track of.
B. As many as necessary - organization size does not dictate which or how many ESPs
organizations need
C. One - Today most ESPs have all the features marketing departments of any size
need
D. One - Chose a platform and work with the ESP to develop the features you need.
Answer -
✔✔20. True or False: When the intention of an email ad is to delight customers,
marketers should include only .gifs and never video links - ✔✔Answer - A. (True)
✔✔21. True or False: Naming a piece "Newsletter" in an e-mail message can help
customers learn more about the company and it's campaign - ✔✔Answer - B. (False)
✔✔22. What types of emails can be sent once customer segmentation has been
achieved? - ✔✔(yes)A. Welcoming new scuscribers
B. Special offers based on demographics
C. Abandon cart/form emails
D. Demonstrating security savviness with COI
E. All of the above
Answer -
✔✔23. Recommendation engines are used only for e-commerce on a website. -
✔✔Answer -
, ✔✔24. Which of the following methods is effective for creating an appropriate e-mail
subject line? - ✔✔A. Stay away from clickbait subject lines
B. Use customers' name (sparingly)
C. Be creative
D. Be direct, get to the point
E. All of the above
Answer - E. (All of the above)
✔✔25. What methods can improve an email marketing program? - ✔✔A. Researching
B. Projecting results
C. Validating
D. Evaluating
E. All of the above
Answer - E. All of the above
✔✔26. Which of the following methods is effective for creating an appropriate e-mail
subject line? - ✔✔A. Stay away from clickbait subject lines
B. Use customers' name (sparingly)
C. Be creative
D. Be direct, get to the pointE. All of the above
Answer - E. (All of the above)
✔✔27. True or False: All sender e-mails should include name and company instead of
using a catch-all "from" name and e-mail address - ✔✔Answer - A. (True)
✔✔28. In an email marketing program, objectives are set to measure success against -
✔✔A. Revenue generated
B. Engagement rates
C. Unsubscribe rates
D. List growth
E. All of the above
Answer -
✔✔29. True or False: Marketers can use Google Ads when developing an e-mail
strategy in order to determine the layout and formatting of an e-mail - ✔✔Answer - B.
(False)
✔✔30. Which are types of emails sent with an automation tool? - ✔✔A. Triggers and
replies
B. Activation/Deactivation
