Solutions to Google Digital Unlocked

Solutions to Google Digital Unlocked

Fundamentals of Digital Marketing: All Modules 

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Fundamentals Of Digital Marketing: Module 1/26

                         The Online Opportunity

Question 1.

             The Increased Use of The Internet Presents A Lot Of Potential For Which Types Of Businesses?

Answer:   All Businesses

 Question 2.

            Taking A Business Online Can Involve Many Different Steps. When Starting Out, Which Activity Could Be A Part Of This Process?

Answer:  Creating A Business Listing In Online Local Directories

Question 3.

           Which Of The Following Is The Easiest Way For Visitors To Learn About A Business While Visiting A Website?

Answer:  Browsing Your Product Pages And Reviewing The Frequently Asked Questions Page

Question 4.

         What Is A Key Benefit Of Having An Online Presence For A Business?

Answer:  Being Visible When People Search For A Business Like Yours

Fundamentals Of Digital Marketing: Module 2/26

               Your First Steps In Online Success

Question 1.

          Which Tool Helps You Measure The Success Of Your Website?

Answer:  Analytics

Question 2.

          Which Of The Following Statements Is True When It Comes To Taking A Business Online?

  

Answer: Use Analytics To Make Informed Decisions

Question 3.

        Which Term Best Describes The Business Activity That Occurs When Website Visitors Buy Products Or Services From You Online?

Answer:  E-commerce

Question 4.

       Which Of The Following Statements Is True When Marketing Your Business Online?

Answer: Social Media Is A Great Way To Engage Your Audience

Fundamentals Of Digital Marketing: Module 3/26

                      Build Your Web Presence

Question 1.

      Which Of The Following Statements Is True When It Comes To Developing A Web Presence For A Business?

Answer:  Mobile Apps Enable Your Customers To Purchase Your Products Without Being On Your Website

Question 2.

      What Is A Web Server?

Answer: A Computer Connected To The Internet With Software That Allows It To Host All The Components Of Your Website

Question 3.

     Fill In The Blank: A __________ Is A Shortcut To Other Pages On Your Site Or Elsewhere On The Web.

Answer: Hyperlink

Question 4.

     Which Of The Following Is Something You'll Probably Want To Exclude From Your Website?

Answer: A Lot Of Deep Scientific Information And Detailed Statistics

Question 5.

    Which Of The Following Is An Example Of A 'call To Action' On A Website?

Answer: A ‘get Directions To Our Store’ Button Which When Clicked, Redirects To A Map Displaying Directions To The Store Based On The Customer’s Current Address

Question 6.

    What Should You Consider When Developing Your Website Content?

Answer: What Your Customers Are Looking For

Fundamentals Of Digital Marketing: Module 4/26

                   Plan Your Online Business Strategy

Question 1.

    What Is The First Step In Creating An Online Business Strategy?

Answer: Identifying Business Goals

Question 2.

   What Is The Purpose Of The 'see, Think, Do, Care' Framework?

Answer:  To Help A Business Understand The Customer Journey Online

Question 3.

   Why Is Optimizing Customer Touchpoints Online Beneficial For Businesses?

Answer: It Provides Customers With Value Every Time They Come Into Contact With A Brand, Helping Build Trust

Question 4.

   Once You've Worked Out Your Unique Selling Point (USP), How Would You Use It In A Long-term Online Strategy?

Answer:  Incorporate It Within Marketing Materials Across All Channels To Help Raise Customer Awareness

Question 5.

   What Type Of Information Can KPIs Provide?

Answer: Long-term Projections

Fundamentals Of Digital Marketing: Module 5/26

                         Get Started with Search

Question 1.

   Why Are Search Engines A Great Place For A Business To Be Found?

Answer:  People Who Search Are Actively Looking For Information, Products Or Services

Question 2.

  What Technology Do Search Engines Use To 'crawl' Websites?

Answer:  Bots

Question 3.

   Which Of The Following Can Help A Search Engine Understand What Your Page Is About?

Answer:  The Title Tag

Question 4.

   Fill in The Blank: Spending Money On Search Advertising Influences How Your Website Appears In ___________.

Answer: The Search Results Page

Question 5.

   Which Of These Is An Important Factor In The Paid Search Auction System?

Answer:  How Relevant Your Ads Are

Question 6.

  Which Of These Can Google Search Console Help You To Do?

Answer: It Helps You Understand Which Keywords People Are Searching For On Google

Fundamentals Of Digital Marketing: Module 6/26

                         Get Discovered With Search

Question 1.

  Which Of The Following Factors Should You Consider When Optimising Your Website For Search Engines?

Answer: Site Popularity

Question 2.

  What Should Be The First Step Of A Structured SEO Plan?

Answer: Keyword research

Question 3.

  When it comes to search ads, which of the following could dictate how an ad will perform against a competitor?

Answer:  Bid value

Question 4.

  Fill in the blank: Short strings of specific keywords with low search volume are called ___________.

Answer: Long-tail keywords

Question 5.

  Which of the following would be an ideal goal for an SEO plan?

Answer:  Increasing how many relevant people visit your website

Fundamentals Of Digital Marketing: Module 7/26

                    Make search work for you

Question 1.

  Which of the following page titles would be most suitable for a website page describing a store's return policy?

Answer:  [Company Name’s] Return Policy

Question 2.

  Which of the following is a good way to get other websites to link to your site?

Answer: Building relationships with similar sites

Question 3.

  When expanding a business internationally, which of the following is most important to provide on your website?

Answer:  Products and delivery details in the correct currency

Fundamentals Of Digital Marketing: Module 8/26

                        Be noticed with search ads

Question 1.

  Search engine marketing can also be called what?

Answer: Pay-per-click advertising

Question 2.

  In an SEM auction, your Quality Score is based on which aspect of your ad?

Answer:  Relevance

Question 3.

  Fill in the blank: It's possible to determine how well a/an ___________ will perform without bidding on it.

Answer: Keyword

Question 4.

  What should your search ad have in order to promote more clicks?

Answer:  A call to action

Fundamentals Of Digital MAarketing: Module 9/26

                  Improve your search campaigns

Question 1.

  Which of the following is a benefit of using relevant ads and landing pages?

Answer: Higher ad positions on the search results page

Question 2.

  When it comes to search ads, which description best describes 'negative keywords'?

Answer: Keywords that are excluded from a campaign

Question 3.

  Fill in the blank: If you use __________ keywords when building your search ads, minor variations, like plurals, can still trigger the ad.

Answer: Exact Match

Question 4.

  What can conversion tracking in search help you measure?

Answer: How many people visiting your site from a search ad end up completing a purchase

Fundamentals Of Digital Marketing: Module 10/26

                                   Get noticed locally

Question 1.

  How can you improve a business's visibility to people located near you geographically?

Answer: Make sure your phone number, address and business hours are easy to find

Question 2.

  Which of the following is an example of a local search?

Answer: "bike shop near me"

Question 3.

  Which of the following is a benefit of registering your business in online local listings?

Answer: Increased likelihood of being discovered through search engines

Question 4.

  Which three pieces of information are essential to include first in your local directory listing?

Answer: Business name, business address, telephone numbers

Fundamentals Of Digital Marketing: Module 11/26

                      Help people nearby find you online

Question 1.

  Which of the following factors help search engines determine if your business is local?

Answer:  Location details on the website, quality content and how mobile friendly the website is

Question 2.

  When looking to attract a local audience, why it is important to optimise your website and content for mobile users?

Answer: Because local users tend to use their mobile devices when they’re out of the house

Question 3.

  Which of the following can help you gain visibility in search engines?

Answer:  Adding relevant content that highlights the location of your business

Fundamentals Of Digital Marketing: Module 12/26

                        Get noticed with social media

Question 1.

  Which of the following can businesses achieve by using social media?

Answer: Attract new audiences

Question 2.

  Fill in the blank: Businesses should focus on social media platforms with _______.

Answer: A relevant audience

Question 3.

  Which of the following is an example of a social media goal?

Answer: Drive more traffic to your store

Question 4.

  Which details should you look to include on a business profile page on social media?

Answer: Description of the Business

Fundamentals Of Digital Marketing: Module 13/26

                        Deep dive into social media

Question 1.

  A robust social media plan includes which of the following?

Answer: A long-term schedule identifying when to post content

Question 2.

  What is the best way to put your social content in front of people who don't already follow you?

Answer: Use paid promotion to reach new audiences

Question 3.

  What can social media analytics tools help you measure when assessing campaign results?

Answer: Whether the visitor clicked on a paid ad or organic listing

Question 4.

  Which of the following is a pitfall when using social media for business?

Answer:  Not having the resources to respond to comments and questions in a timely manner

Fundamentals Of Digital Marketing: Module 14/26

                            Discover the possibilities of mobile

Question 1.

  When looking to ensure your website is easily accessible by mobile users, what should you focus on doing first?

Answer:  Optimise your site 

Question 2.

  What does responsive design mean?

Answer:  Your website will adapt to suit whichever device it is being viewed on

Question 3.

  When it comes to optimising your website's SEO for mobile users, which of the following is a crucial factor to keep in mind?

Answer:  Performance and usability

Question 4.

  What can a business use to send messages to users who have already downloaded their app?

Answer: Push Notification

Fundamentals Of Digital Marketing: Module 15/26

                       Make mobile work for you

Question 1.

  When considering how mobile users will search for your business, which types of keywords should you focus on?

Answer: Shorter keywords and phrases

Question 2.

  Before running search ads, you should make sure your site is mobile-friendly. Which scenario best describes a mobile-friendly experience for a customer?

Answer:  The site works on different mobile devices

Question 3.

  Which of the following can be used to target an audience when using some social media ads?

Answer:  People’s relationship status

Question 4.

  When making video content for your display ads, what is most important to ensure?

Answer: Videos are relevant, short and include a CTA

Fundamentals Of Digital Marketing: Module 16/26

                      Get started with content marketing

Question 1.

  Which of the following is an accurate definition of what a content marketing campaign involves?

Answer: The creation and promotion of online materials with the goal of increasing interest in a product or service

Question 2.

  What does the following definition describe? 'The division of an audience into groups of who they are and what they like, with a goal of identifying a group most interested in your product/service.'

Answer:  Audience segmentation

Question 3.

  Fill in the blank: When describing the purpose of content, what is missing? 'To entertain, to inspire, to _______ and to convince'.

Answer:  Educate

Question 4.

  Which of the following best describes why approaches to writing need to be adapted for online content?

Answer:  Online readers have a reduced attention span, due to being flooded with information

Question 5.

   What are 'highlighting key dates' and 'considering multiple channels' best practices of?

Answer:  Creating a content calendar

Question 6.

  Which of the following metrics could help you understand which blog post is resonating the most with your audience?

Answer:  Session duration

Fundamentals Of Digital Marketing: Module 17/26

                                Connect through email

Question 1.

  Which of the following will you need to start an email marketing programme?

Answer:  A way to collect people’s email addresses

Question 2.

  Which of the following is a common feature of email marketing platforms?

Answer:  A feature allowing users to unsubscribe from your emails

Question 3.

  Which of these is a good practice to keep in mind when sending emails to your contacts?

Answer:  Run an A/B test on your subject line to determine which one works best

Question 4.

  If the open rate of your emails seems low, which of the following could help you fix that?

Answer: Adjust the subject line of your email

Question 5.

  Which of the following statements is true when it comes to running email campaigns for a business?

Answer:  There’s no need to use sponsored ads within your email marketing

Fundamentals Of Digital Marketing: Module 18/26

                              Advertise on other websites

Question 1.

  If you own a film blog, which type of customer can you expect to reach with display advertising?

Answer:  People who haven't read your blog before but are interested in your subject

Question 2.

  Fill in the blank: The ads on search engines are usually made up of ________.

Answer:  Text

Question 3.

  When using search engine marketing, where can your ads appear?

Answer: Only on search engines

Question 4.

  When setting up display advertising campaigns, who can you target?

Answer: People who speak different languages

Fundamentals Of Digital Marketing: Module 19/26

                     Deep dive into display advertising

Question 1.

  In what way can display advertising be effective?

Answer: It drives traffic to your website

Question 2.

  Which of the following is an example of the type of data that advertising networks automatically collect and share with businesses?

Answer: The cost of each ad you publish

Question 3.

  Which of the following is true when purchasing ad placements on an advertising network?

Answer: The network provides data on the click-through-rate

Question 4.

  If a person adds a product to a shopping cart but then leaves the website – which of the following tactics is most likely to encourage that person to return and purchase the product?

Answer: Retargeting with a display ad that has a discount coupon

Question 5.

  What is the first step of display retargeting?

Answer: Defining your audience

Fundamentals Of Digital Marketing: Module 20/26

                           Make the most of video

Question 1.

  When incorporating videos into a digital strategy, which of the following tactics provides value to customers?

Answer: Publishing a how-to video on their website

Question 2.

   What can using video as part of your online presence help you create?

Answer: A channel to engage with customers

Question 3.

  Fill in the blank: As a small business, creating videos to showcase your business or product requires only ______.

Answer: Creativity, planning and any budget

Question 4.

  Using videos in email marketing and social media is an effective way to do what?

Answer: Engage and grow your audience 

Question 5.

  How can you take advantage of video for your product/services without actually making a video?

Answer: Advertise on other people's videos

Question 6.

  When looking at your video analytics, you discover people are only watching the first few seconds of your video. What should you do?

Answer: Consider updating your preview images, titles or description.

Fundamentals Of Digital Marketing: Module 21/26

                            Get started with analytics

Question 1.

  Fill in the blank: Website analytics can tell you _____________.

Answer: What time of day your website gets the most traffic

Question 2.

Analytics can give you immediate valuable information about which type of customers?

Answer: Previous and current customers

Question 3.
  If your key business goal is to get people to book rooms at your guesthouse, what data are you most likely to be interested in?

Answer: How many people visiting your site book a room with you

Fundamentals Of Digital Marketing: Module 22/26
                             Find success with analytics

Question 1.
  Most web analytics tools can tell you what information about the user?

Answer: Their location, type of device they're using and pages visited

Question 2.
  Fill in the blank: If an ad is not performing well, one effective tactic is to _____________.

Answer: Tweak the ad's copy and analyse the results

Question 3.
Which section of Google Analytics can tell you whether visitors have found your website via social media?

Answer: Acquisition

Fundamentals Of Digital Marketing: Module 23/26

                                 Turn data into insights

Question 1.
  Which type of data relates to a metric that can be represented with a number?

Answer: Quantitative

Question 2.
  What makes the data cycle useful?

Answer: It helps you make the most of the data collected from marketing activities 

Question 3.
  Fill in the blank: Actionable insights can be described as explaining the ______ of an online marketing campaign.

Answer:  'Why'

Question 4.
  Which of the following is a benefit of using spreadsheets?

Answer: Vast quantities of data can be stored, sorted and analyzed quickly

Fundamentals Of Digital Marketing: Module 24/26
                                Build your online shop

Question 1.
  What would be beneficial to include on a product description page?

Answer: Reviews of the product

Question 2.
  Which of the following is an advantage of e-commerce?

Answer: Low operational costs

Question 3.
  To an owner or administrator, what is a functional benefit of having an online store?

Answer: It provides a backend system with order management

Question 4.
  What is the name of the process that describes what happens when a customer is taken to a separate site to complete a transaction before being sent back to the original site again?

Answer: Third-party payment processing

Fundamentals Of Digital Marketing: Module 25/26

                                       Sell more online

Question 1.
  Which of the following is a sign that customers are having trouble using a particular device to make purchases?

Answer: Analytics shows you have a lot of mobile visitors, but very few purchases through mobile

Question 2.
  What is an example of product merchandising?

Answer: Displaying very specific, featured products on your home page

Question 3.
  Which of the following statements is true when describing how retargeting ads work

Answer: Once a user visits your site, the code drops an anonymous browser cookie

Fundamentals Of Digital Marketing: Module 26/26

                                 Expand internationally

Question 1.
  What is the best way to translate the content on your website for a new market?

Answer: Native speakers

Question 2.
  Before starting to promote products to other countries online, what could you use to gauge demand for your product in that specific market?

Answer: Keyword planning tools

Question 3.
  When adapting your website for customers who speak a different language, what should you do?

Answer: Translate your content with consideration to particular words and phrases

Question 4.
  Which of the following is primarily meant to target new customers online?

Answer: Search advertising

Question 5.
  What should a business do first, when considering going into a new market?

Answer: Determine its ability to deliver products and review all tax and legal information

Question 6.
  When selling to people in different countries, what payment form should you consider using if you aren't already?

Answer: Paypal or Worldpay

Question 7.
  Which of the following options is important to research when planning to expand delivery of products and services to customers across the globe?

Answer: The legal and tax considerations in that market

                     Solutions to Final Exam Questions

Question 1.
  What's the biggest challenge for most businesses when going online?

Answer: Developing a plan

Question 2.
  When looking to advertise a new business online, what is one of the major benefits of display ads

Answer: They can come in many different formats

Question 3.
  When considering whether to have a web presence for your business, which of the following is not a major factor?

Answer: How long you’ve been in business

Question 4.
  You notice that when people see images of your products online, you have an increase in conversions or sales. Which customer touch point could you use to take advantage of this insight?

Answer: Social media

Question 5.

  Which are the first steps you should consider when constructing an online business strategy?

Answer: Create goals and identify a USP

Make it easy for people to find a business on the web

Question 6.
  What is the term we use to describe how search engines categorize each piece of content?

Answer: Indexing

Question 7.
  Fill the blank: 'Search engines _________ the internet to discover content.'

Answer: crawl

Question 8.
  When looking to optimise the performance of a website to improve its search engine ranking, using 'long tail keyword terms' in your SEO plan often allows you to...

Answer: Find more opportunities

Question 9.
  There are many ways you can improve the performance of a website from an SEO perspective. When it comes to link building which of the following statements is accurate?

Answer: The quality of links is important, not the quantity

Question 10.
  Gaining backlinks to your website is a great way to improve the SEO performance. What best practice will encourage people to link back to your site?

Answer: Write some great content they will find useful

Question 11.
  Fill the blank: When managing SEM campaigns, the best way to optimise your quality score is to improve the _________ of your keywords, adverts, and landing pages.

Answer: relevance

Question 12.
  When advertising on search engines, if you bid the same as your competitor, having a higher quality score will mean you appear where in comparison?

Answer: Above them

Question 13.
  What is the most important thing to consider when optimising a search engine marketing campaign

Answer: Increasing the relevance of the keywords, ads, and landing page

Question 14.
  Which search query would trigger an ad based on this keyword: [London portrait photographer]?

Answer: London portrait photographer

Reach more people locally, on social media or on mobile

Question 15.
  Fill in the blank: When search engines use factors like geolocation, IP address and location based search terms to produce geographically tailored results, this is called _____________.

Answer: Local Search

Question 16.
  When looking to promote your products and services locally, what are the benefits of using search engine ads?

Answer: You can target ads to a specific geographic area

Question 17.
  Using social media for business purposes can be very different to running personal profiles. If you're looking to attract people to your social network, what tone of voice should you consider?

Answer: Engaging & Inviting

Question 18.
  Building a plan will help you to focus your efforts when using social media. What should you consider when making your social media plan?

Answer: Your audience’s interests

Question 19.
  With more and more users using mobile to look at websites, it is key that you optimise your site so users can find it when searching online. Which two elements should you look to optimise for improved SEO performance?

Answer: Site speed and usability

Question 20.
  Mobile advertising is a great tool for marketers, but all that good work could be undone if your website isn't what?

Answer: Optimised for different devices

Question 21.
  Which of the following actions would be most effective for a business to take in order to help them progress towards achieving their content marketing goals?

Answer: Refining their content marketing strategy as they go, taking into account available data and metrics

Reach more customers with advertising

Question 22.
  When it comes to email marketing, what do we mean by the term A/B testing?

Answer: A/B testing means splitting your audience and sending each of them a different variation of your email

Question 23.
  Which form of targeting would you use to display ads to people who have previously visited your website?

Answer: Retargeting

Question 24.
  Which of the following is a benefit of search advertising over display advertising?

Answer: Search advertising is shown to customers who are searching for your specific terms

Question 25.
  Which of the following is the most accurate analogy for a display advertising network?

Answer: A marketplace between online publishers and advertisers

Question 26.
  How can your business benefit from video without making one yourself?

Answer: Advertising on other people's videos

Question 27.
  If the analytics for your video campaign shows people are only watching the first few seconds of your video, what can you do to try and amend this?

Answer: Update the description to tell people more about the video

Question 28.
  When using analytics programmes on your website, which of these do not fall under the category of a dimension?

Answer: The time a user spends on the site

Question 29.
  When using analytics on your website, what do we mean by the term 'conversion'?

Answer: The act of a user completing a goal

Question 30.
  When using web-based analytics tools, by segmenting the data you will be able to achieve which of the following?

Answer: Find insights that can help you identify where to make improvements

Question 31.
  How do you handle data in analytics to gain greater insights into our audience's behaviour?

Answer: Segment

Question 32.
  When creating a presentation based on lots of data, what principle should you bear in mind?

Answer: Tailor your approach to your audience in order to tell a better story

Question 33.
  Why should you avoid focusing on collecting as much data as possible?

Answer: The right information, at the right time, is more valuable

Sell products or services online

Question 34.
  When building your online product store, to make it as effective as possible you should look to optimise the performance by using images in what kind of way?

Answer: Ensure images are of a high quality

Question 35.
  When looking to introduce e-commerce functions to your website, which of the following would be the best first step?

Answer: Set up a web-based money transfer software like PayPal

Question 36.
  If a user abandons their shopping cart without making a purchase, one way to bring them back to complete the purchase is?

Answer: Retargeting

Question 37.
  Fill in the blank: When you are considering the layout of the product pages, it is important to put them in ________ order?

Answer: hierarchical

Take a business global

Question 38.
  If you are looking to expand your company's presence online internationally, which of the following should you consider with regards to your online content?

Answer: Translated but also locally adapted for the audience

Question 39.
  Fill the blanks: When advertising internationally, you should make your business ______ to the new market, consider the ___________ and any possible ___________ implications.

Answer: accessible | supply chain | legal

Question 40.
  Fill in the blank: When considering expanding a business internationally, the best place to start is to__________?

Answer:  use online tools to help you understand where there’s a strong demand for your products

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