QUIZZES

Introduction of Digital Marketing

Quiz One
Q1 – As they appear, drag and drop each strategy characteristic to the inbound Marketing or Outbound
Marketing Column:
Inbound Outbound
- Pull strategy - Push strategy
- Attracts leads by providing - Uses volume and repetition to
helpful content spread word of existence
- Closely aligned with - Associated with traditional and
Digital marketing digital marketing

Q2 – As they appear, drag and drop each example of digital media to the correct media type column:
Owned Paid Earned
Website Display Ads Mentions
Social Media Account Social Media Ads Social Media Reviews
Blog Retargeting Word of Mouth

Q3 – What are the benefits of including both traditional and digital marketing activities when creating a
marketing campaign?
- Both traditional and digital channel creative can be quickly updated
- Prioritizes inbound marketing over outbound
- Uses every audience’s point of contact
- Optimizes for scale and relevance

Q4 – As they appear, drag and drop each characteristic to the Traditional Marketing or Digital Marketing
column:
Traditional Marketing Digital Marketing
Mass Individual
Outbound Inbound
One-to-many One-to-one
Passive Audience Active Audience

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Q5 – Which DMI 3i principle is illustrated by applying your customer engagement learnings to your digital
marketing strategy? Choose one of the following:
- Integrate
- Implement
- Initiate
- Iterate

Q6 – As they appear, drag and drop the online business opportunities to the correct digital channel shown
on the right:
PPC – Drives interested audiences to a website landing page
SEO – Increases the visibility and searchability of online assets
Content Marketing – Improves brand personality and likability
Social Media – Creates visibility and interactivity with an audience

Quiz Two
Q1 – ‘In order to establish myself as a digital marketing expert, I will complete a diploma in digital
marketing’. What elements of a SMART objective are illustrated in the statement above?
Choose TWO of the following:
- Time-bound
- Strategic
- Measurable
- Specific

Q2 – Match the qualities of a SMART objective on the left with each part of a sample objective on the right:
Measurable Increase website traffic by 21%
Relevant Using content optimization to drive customers to our site organically
Time-bound By September 21st, 2019

QUIZ Three
Q1 – Match the types of audience research data on the right with their audience attributes on the left:
Demographics Social, geographical and financial
Psychographics Lifestyle, ideas and beliefs
Behavioral Retail experience, product use and adoption

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Q2 – Match the audience research tools and approaches on the right with the correct purpose on the left:
Social listening Identifies audience interests
Market Research Provides third-party analysis of specific topics
Surveys Collect specific or statistical data on your products
Behavior analytics Gathers data around online user activity

Q3 – Match the data insights on the left with the social listening tool for gathering those insights on the
right:
Hootsuite Gather data from across all social media
Hashtags Understand trends around one specific topic
TweetDeck Monitor conversations on Twitter

Q4 – When considering entering a new market or cultural community, why is it beneficial to conduct
cultural research first?
Choose TWO of the following:
- To create awareness and interest in your brand through social engagement
- To estimate potential leads and conversions
- To adapt the positioning and offer to fit in a global context
- To prevent misconceptions and avoid association with offensive content

Q5 – You are researching your competitor’s target market to find out how active their community is and
what their audience is saying about their brand. What tool or source of information is best suited to
provide this competitive insight?
Choose ONE of the following:
- Social media
- Competitor assets
- Search rankings
- Content analysis

Q6 – You are conducting research on your product and the factors that affect its performance. What type
of industry trend tools can provide you with access to trending topics online?
Choose TWO of the following:
- TweetDeck
- Google Ads
- Google Analytics
- eMarketer

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QUIZ Four
Q1 – Your prospect is aware they have a problem and have identified potential solutions for it. They are
now at the stage where they are evaluating their options. What stage of the Buyer’s journey is your
prospect at?
Choose ONE of the following:
- Interest
- Awareness
- Conversion
- Consideration

Q2 – Identifying market opportunities, developing and testing creative concepts, creating a media strategy,
and setting a budget and approval are all activities involved in which marketing function?
Choose ONE of the following:
- Planning
- Analysis and Optimization
- Awareness
- Conversion

Q3 – What are the main benefits of a 360 campaign?

Choose TWO of the following:
- Encourages the consumer to visit the site
- Optimizes for scale and balance
- Only covers traditional marketing
- Covers the entire buying cycle

Q4 – A person reads an article about the effects of sun damage on skin and searches Google for the best
way to protect their skin. They discover your company’s blog about the ‘Top ten ways to protect your skin
in the sun.’ What marketing function and stage in the Buyer’s journey are aligned in this scenario?
Choose ONE of the following:
- Analyze function + the Retention stage
- Awareness function + the Awareness stage
- Conversion function + the Awareness stage
- Planning function + the Conversion stage

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 Content Marketing
QUIZ One
Q1 – What are the qualities of effective content?
Choose TWO of the following:
- Self-promoting
- Relevant
- Evergreen
- Personalized

Q2 – Drag and drop the features of topical content to the box on the left and the features of evergreen
content to the box on the right:
Topical Time-sensitive Limited repurposing
Evergreen Has a wider relevance Timeless

Q3 – Match the stage of the buyer journey on the left with the most suitable type of content on the right:
Awareness GIF
Interest Blog
Consideration Webinars
Conversion Retargeting

Q4 – Why is community management so important in the context of content marketing?

Choose TWO of the following:
- Negate any clash of content or ideas
- Keep content on track across multiple platforms
- Gain insights about your business in real time
- Turn negative experiences into positive solutions

Q5 – Drag and drop the correct step in the process for creating a content marketing strategy into the space
in the image shown:
Research – Plan – Create & Curate - ??? – Measure – Strategize
Promote / Position / Post / Publish

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QUIZ Two
Q1 – Which tool would you use to carry out social listening to help inform your content marketing
strategy?
Choose ONE of the following:
- Feedspot
- Pressbooks
- Talkwalker
- Percolate

Q2 – What do you need to concentrate on when conducting a competitor content audit?

Choose TWO of the following:
- Sponsorship activities
- New format adoption
- Your business priorities
- Their social following

Q3 – What should be included in your monthly content report as part of your content audit?
Choose TWO of the following:
- Topic ideas
- Key metrics
- Most successful content
- Search engine rankings

QUIZ Three
Q1 – Match the content marketing goal on the left with the most appropriate method of measuring it on
the right:
Awareness Impressions or frequency
Engagement Comments, shares, likes, and replies
Affinity Ranked according to positive or negative sentiment
Conversion Clicks to sales channels from content
Advocacy User-generated content and recommendations

Q2 – Which factor concerning the alignment of content marketing goals to business objectives focuses on
the language, appearance and message of the content?
Choose one of the following:
- Business input
- Consistency
- Timing
- Website content

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Q3 – What factors do you need to consider when developing target personas?
Choose TWO of the following:
- Device usage
- Time of year
- Sponsorship activities
- Job details

Q4 – Drag and drop the appropriate activity to the type of research used to develop content topics:
Discover what time of the year users are searching for particular terms => Search trends
Find out how users are finding your website => Keyword Establishment
Use Google Analytics to find out what platforms our potential customers use => Audience Insights

Q5 – You are developing a content calendar for the quarter. You have included the copy and format that
you are going to use, the theme, the date and the time the post is to be published. What element are you
missing?
Choose TWO of the following:
- The creative
- The budget
- The source
- The platform

Q6 – What do you need to consider when choosing a CMS for your business?
Choose TWO of the following:
- How easy it is to use
- The platforms you are posting to
- The investment cost
- The creative you are using

QUIZ Four
Q1 – Which key stakeholder can help humanize your brand through User Generated Content? Choose ONE
of the following:
- Creative Designers
- Industry Influencers
- Online Community
- Communication Teams

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Q2 – As they appear, drag and drop the correct description under each content type shown below:
White paper – In depth report on a specific topic
eBook – Usually short and interactive
Infographic – A creative way to show large volumes of data or statistics
Blog – Combination of text and images providing updates on business and related activities

Q3 – As they appear, drag and drop the correct description under each content type shown below:
Video – Most consumed content format
Articles – Long form social post that helps to drive conversation
Templates & Checklists – Add utility and provide assistance to your audience
Webinars – Provides a platform for Q&A

Q4 – Drag and drop the most appropriate content type to the content creation tool shown:
PicMonkey Native Video
Piktochart Infographic
Instagram Image
Pressbooks Whitepaper

Q5 – Which tool can you use to check spelling errors across the various platforms you are posting content
to?
Choose ONE of the following:
- Final Cut Pro
- After Effects
- Grammarly
- Photoshop

Q6 – Drag and drop the features of content creation to the box on the left and content curation to the box
on the right:
Content Creation Content Curation
100% ownership Limited ownership
Higher resource investment Lower resource investment
Original Content Third party content

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Q7 – Which guidelines are important to follow when it comes to curating content?
Choose TWO of the following:
- Avoid mixing with your original content
- Don’t link back to original publication
- Be sure to add your own insights
- Verify that the content is factually correct

Q8 – You have defined your personality and brand and identified your audience. What is the next step
involved in creating your brand business story?
Choose ONE of the following:
- Map story to personas
- Do a review of social platforms
- Review content formats and types
- Review KPIs and objectives

Q9 – What powerful content tool is demonstrated in the image shown?

Choose one of the following:
- Social listening
- Influencer Marketing
- Content Repurposing
- Content Personalization

QUIZ Five
Q1 – Match the content platform on the left with the most suitable type of content on the right:
Linkedln => Whitepaper
Facebook => 360 Video
Instagram => Images
Twitter => Podcast

Q2 – When seeding content, your company website is an example of which type of distribution channel?
Choose ONE of the following:
- Paid
- Owned
- Earned
- Collaborative

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Q3 – Drag and drop the benefits of content seeding to the box on the left and the challenges of content
seeding to the box on the right:
Benefits Challenges
Transparency of placement Measuring ROI
More traffic to website Generate thought leadership
Organic reach Allocating budgets and resources
More conversions Extend Reach

Q4 – Uploading content to Facebook to be posted at a future date is an example of which type of content
scheduling?
Choose ONE of the following:
- Third Party
- Paid
- Collaborative
- Native

Q5 – You are looking to promote your content and have decided to team up with a company who sell a
similar product to create a campaign together. What is this method of content promotion known as?
Choose ONE of the following:
- Guest blogging
- Tagging
- Affiliate marketing
- Influencer marketing

QUIZ Six
Q1 – Two of the three key components for assessing the ROI of your content marketing efforts are
investment in content and performance of content. What is the third component?
Choose ONE of the following:
- Quantity of platforms used
- Current audience segments
- Brand conviction
- Long tail benefits

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Q2 – How do you assess the utility of your content?
Choose TWO of the following:
- Customer feedback
- Clicks to point of sale
- Content recall
- Downloads and saves

Q3 – Match the business goal on the left with the best aligned content metric on the right:
Awareness => Impressions
Consideration => Engagement
Sales => Conversions
Loyalty => Reviews

Q4 – Engagement rates have been declining so you have been asked to measure the attention span of your
audience. Which metrics enable you to do this?
Choose TWO of the following:
- Video drop offs
- Clicks to sale
- Sentiment
- Time on page
Social Media Marketing
QUIZ One
Q1 – What are the benefits of social media marketing?
Choose TWO of the following:
- It offers flexibility in terms of creative content
- It allows marketers to spend more time analyzing their campaign data
- It allows marketers to monitor competitor campaigns more closely
- It can yield a higher ROI than other marketing channels

Q2 – Your team is growing, so clear roles and responsibilities must be assigned to ensure campaign
efficiency. As the team’s only social media marketer, what are your specifically responsible for?
Drag and drop the appropriate responsibilities into the correct boxes below:
Social Media Marketer Other
Reporting threats to brand Reporting on search trends
Responding to communities Testing rendering across multiple ESPs
Curating content Developing long-term Google ads strategies
Nurturing influencer outreach efforts Recruiting content writers and designers
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Q3 – The five stages of the Buyer’s Journey are Awareness, Intertest, Consideration, Conversion, and
Retention. Which stages are most influenced by social media marketing?
Choose TWO of the following:
- Awareness
- Conversion
- Interest
- Retention

Q4 – Match the social media platforms on the left with their primary advantages on the right:
Facebook => Large-scale reach
Twitter => Real-time conversation
Linkedln => Professional networking
Instagram => Curated photos and videos
Snapchat => Ephemeral storytelling

Q5 – Match each description on the left with the correct social media marketing term on the right:
Mention A post that contains another’s username in the body of the message
Story A feature that allows users share transient moments
Newsfeed An area where you see posts from friends and brands you’re connected with
Follower A user who has subscribed to receive another user’s posts in their feed

Q6 – Match each feature on the left with the social media platform it is most associated with on the right:
Snapchat Periscope
Instagram Search and Explore
Linkedln InMail
Twitter Memories

QUIZ Two
Q1 – What are some of the best practices that you should follow when setting up a social media account
for a business?
Choose TWO of the following:
- Blend your cover photo with your profile picture
- Include CTAs in your cover photo
- Adopt a formal tone in your bio
- Use a profile image that depicts your brand

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Q2 – To import pages into your Facebook Business Manager account, what part of the screen should you
click first? Click the correct area on the image shown:
Pages +ADD

Q3 – When setting up a Twitter page for a business, which actions should you take?
- Sign up for a dedicated Twitter business account
- Add a profile photo and company bio
- Wait until your account is verified before you start tweeting
- Create a standard Twitter account for your business

Q4 – To create a Company Page on Linkedln, what part of the screen should you navigate to first?
Click the correct area on the image shown:
Work

Q5 –

Q6 – Which statements about setting up a Snapchat page for a business are true?
Choose TWO of the following:
- Standard Snapchat features, like lenses and stories, are unsuitable for business use
- Sign up by downloading the Snap App on your mobile phone
- Avail of extra functionality by signing up to Ads Manager
- Only use Snapchat’s dedicated Business Pages to promote your company

QUIZ Three
Q1 - Your campaign budget for Q2 has been decreased but management still expects you to increase the
company’s social following across Facebook, Linkedln, and Instagram. What are the best methods you can
adopt to build a loyal community?
Choose TWO of the following:
- Use hashtags in posts to increase discoverability
- Join social platform groups relevant to your business
- Launch a follower ad campaign on Linkedln
- Run an integrated Facebook and Instagram campaign

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Q2 – You were successful in your community-building efforts and have increased the company’s social
following by 9% across Facebook, Linkedln, and Instagram. Now your challenge is to sustain this
community. What are the best methods for doing this?
Choose TWO of the following:
- Use persuasive CTAs in posts that encourage actions
- Avoid recurring topics or series that may bore users
- Include a personal name in public social responses
- Follow the 70/30 rule for content promotion

Q3 – When posting content on social media platforms, what best practices should you follow?
Choose TWO of the following:
- Ensure posts are topical and relevant
- Include photos and videos
- Use hashtags and emojis sparingly
- Include as much detail as possible

Q4 – When sharing stories on social media platforms, what best practices should you follow?
Choose TWO of the following:
- Use @mentions to mention other users
- Avoid including links to other websites
- Invite a social influencer to take over your story feed
- Ensure your business is depicted in a formal manner

Q5 – When posting video content on social media platforms, what best practices should you follow?
Choose TWO of the following:
- Design your videos for sound-on
- Capture and share live events
- Design your videos for vertical views
- Aim to capture attention within the first 20 seconds

Q6 – You have been asked to train a new digital marketing intern on the best practices to follow when
using hashtags. Using the image below as an example, identify which key hashtag rules have been broken.
Choose TWO of the following:
- Capitalize hashtags appropriately
- Avoid using lots of hashtags
- Choose images relevant to hashtag
- Do not include emojis beside hashtags

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Q7 – You would like to give a 25% discount to customers via a Facebook post. What type of post is most
suitable for this?
Choose ONE of the following:
- Link post
- Event post
- Offer post
- Slideshow post

Q8 – What are some of the best practices that should be followed when tweeting?
Choose TWO of the following:
- Add geolocation data to tweets
- Use link shorteners to allow more tweet space
- Ensure tweets with errors are quickly edited
- Delete tweets with negative sentiment towards your brand

Q9 – What are some of the best practices that should be followed when posting on Linkedln?
Choose TWO of the following:
- Ask co-workers to share company posts
- Post at midday when professionals are on lunch
- Adopt a professional tone
- Avoid including YouTube links

Q10 – Your digital marketing intern was about to regram a follower’s post on your Instagram account.
Analyze the images shown and outline which best practices for regramming UGC have yet to be applied.
Choose TWO of the following:
- Give credit to owner
- Cross-promote on other platforms
- Avoid editing content
- Include branded hashtag in post

Q11 – What dare the attributes of an effective Snap?

Choose TWO of the following:
- Include link to a website
- Uses native filter options
- Sets time limit to infinity
- Contains detailed and informative copy

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QUIZ Four
Q1 – Demonstrate your understanding of how to set up an effective social media campaign by dragging
and dropping the steps into
to the correct sequence below:
Name your campaign 1st
Set your objective 2nd
Define your audience 3rd
Add creative content 4th

Q2 – Demonstrate your understanding of how to create a paid promotion campaign on Facebook or

Instagram by dragging and dropping the steps into the correct sequence below:
Create a new ad in your Business Manager Account 1st
Set objective and name campaign 2nd
Define audience, network, and device 3rd
Set budgets and run dates 4th

Q3 – Match the objectives for a Facebook or Instagram campaign on the left to the types of KPIs they
support on the right:
Awareness => Expand your product’s reach
Consideration => Drive more traffic to your website
Conversion => Increase catalog sales
Q4 – Match each Facebook audience targeting option on the left to the appropriate example on the right:
Age, gender, and location => Demographics
Behaviors => Purchase patterns
Custom Audiences => Remarketing lists
Network Placements => Facebook partner websites

Q5 – How can you optimize ad serving on Facebook and Instagram?

Choose TWO of the following:
- Use multiple CTAs in your ads
- Target three audience combination in each ad set
- Use Daily Unique Reach to show your ad once per day to your audience
- Use Link Clicks to serve ads to people who are most likely to click on them

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Q6 – Match the creative formats available on Facebook and Instagram as they appear on the right with the
correct description below:
Shows multiple products in one ad unit => Collection
Shows products from your e-commerce store => Canvas
Collects contact details from consumers => Lead Form
Provides a rich, expandable mobile experience => Carousel

Q7 – Demonstrate your understanding of how to create a paid promotion campaign on Twitter by dragging
and dropping the steps into the correct sequence below:
Name campaign and set objective 1st
Set budgets and run dates 2nd
Select creative and targeting 3rd
Push campaign live 4th

Q8 – Match each Twitter campaign objective as it appears on the right with the correct description below:
Awareness => Getting as many people as possible to see selected tweets
Tweet Engagements => Maximizing user interaction with selected tweets
Website Clicks => Driving people to visit your site and take action
Instream Pre-rolls => Ensuring your ads play before other people’s videos

Q9 – Match the Bid options available on Twitter on the left to the appropriate description on the right:
When you have a tight budget => Maximum bid
When you don’t want to micromanage your campaign => Automatic bid
When you want to average out an average price per engagement => Target bid

Q10 – How can you enhance the tweets you compose for a campaign?
Choose TWO of the following:
- Include a link to an external poll
- Use the maximum number of characters
- Include an image or video
- Attach a Twitter card

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Q11 – What audience targeting options are available on Twitter?
Choose TWO of the following:
- Salary levels
- Purchasing patterns
- Conversation topics
- Follower lookalikes

Q12 – Demonstrate your understanding of how to create a paid promotion campaign on Linkedln by
dragging and dropping the steps into the correct sequence below:
Select objective 1st
Target audience 2nd
Set bid 3rd
Push campaign live 4th

Q13 – Match the Linkedln ad product on the left to its correct description on the right:
Small ads that appear on the right of the desktop version of Linkedln => Right-hand Ad
Increase the reach of Company Page posts => Sponsored Content Ad
Mass scale, personalized messages direct to the target audience => Sponsored InMail
Highly relevant and customizable creative => Dynamic Ads

Q14 – Drag and drop the campaign objectives and creative formats available on Linkedln into the correct
boxes below:
Campaign Objective Creative Format
Collect leads Shoot a video
Increase followers Post an article
Get video views Upload an image
Drive website visits Create a carousel ad

Q15 – Match the audience targeting options available on Linkedln on the left to the appropriate categories
on the right:
Age and gender => Demographics
Groups and company followers => Connections
Company name and size => Employment
Field of study and skills => Education
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Q16 – Drag and drop the Budget and Bid options available on Linkedln into the correct boxes below:
Budget option Bid option
Daily spend Cost per send
Optional total spend Cost per click

Q17 – Demonstrate your understanding of how to create a paid promotion campaign on Snapchat by
dragging and dropping the steps into the correct sequence below:
Select objective 1st
Set audience 2nd
Set budget and run dates 3rd
Select creative 4th

Q18 – Match the objectives for a Snapchat campaign on the left to the types of KPIs they support on the
right:
Awareness => Expand recognition of your brand name
Consideration => Drive more traffic to your app
Conversion => Increase sales on your website

Q19 – Drag and drop the audience targeting options and creative formats available with Snapchat Ad
Manager into the correct boxes below:
Audience Targeting Option Creative Format
Pinpointing location Using a Snap ad
Using Android Designing a Story ad
Drinking coffee Applying a geofilter

Q20 – Drag and drop the Budget and Bid options available on Snapchat into the correct boxes below:
Budget Option Bid Option
Lifetime Automated
Daily Manual

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QUIZ Five
Q1 – What are the benefits of using platform-native tools to analyze your social media campaigns?
Choose TWO of the following:
- Helps to identify valuable, actionable metrics
- Makes comparisons with other relevant social campaigns
- Increases trust in metrics exclusive to social media
- Facilities installation of conversion-tracking pixels

Q2 – Match each social media tool on the left with the correct description on the right:
A tool that measures performance on Twitter => TweetReach
A tool that measures website traffic and performance => Google Analytics
A tool that’s used for community management => Hootsuite

Q3 – Which native tools can provide rich insight into the performance of Facebook campaign?
Choose TWO of the following:
- Campaign Manager
- Google Analytics
- Ads Manager
- Audience Insights

Q4 – What sources of data does Facebook Audience insights draw from?

Choose TWO of the following:
- All co-workers or employees with a Facebook account
- The general Facebook audience
- People connected to your Facebook event or page
- All current customers who have a social media presence

Q5 – Which native tools can provide rich insight into the performance of Twitter campaigns?
Choose TWO of the following:
- Twitter Scratchreel
- Twitter Analytics
- TweetReach
- Twitter Ads Manager

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Q6 – Match each Twitter tool on the left with the correct description on the right:
Displays tweet data such as impressions, retweets, and replies => Tweet Activity Dashboard
Provides a 28-day summary of account activity => Account Home
Shows total impressions across all campaigns for a specified date range => Campaign Dashboard
Provides a real-time look at people who engage with your tweets => Audience Insights Dashboard

Q7 – Which native tools can provide rich insight into the performance of Linkedln campaigns?
Choose TWO of the following:
- Company Page Analytics
- Ads Manager
- Campaign Manager
- Linkedln Business Manager

Q8 – Drag and drop the insights that can be gleaned from using Linkedln tools to the appropriate boxes
below:
Company Page Analytics Campaign Manager
Understand more about follower demographics Measure the effectiveness of ad campaigns
Evaluate engagement of individual posts Provide data on Sends and Opens for sponsored InMail
Identify trends across key metrics Provide social action data for Sponsored Content ads

Q9 – Which native tools can provide rich insight into the performance of Instagram campaigns?
Choose TWO of the following:
- Campaign Manager
- Ads Manager
- Instagram Search
- Instagram Insights

Q10 – What campaign insights are provided by Snapchat Analytics?

Choose TWO of the following:
- Number of Impressions
- Effective clicks per hundred impressions
- Cost per swipe
- Cost per session

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 SEO
QUIZ One
Q1 – As they appear, drag and drop the features of SEO to the box on the left and the features of PPC to
the box on the right:
SEO PPC
Traffic is free Traffic is paid
Results take time Results can be in minute

Q2 – As they appear, drag and drop the correct activity to each component of SEO shown on the right:
Technical => On Page => Off-Page
Non-content Content and Gaining external links
related activites keyword targeting

Q3 – Put the three key steps of how search engines work into the correct order:
1. Crawling
2. Indexing
3. Ranking

Q4 – As they appear, drag and drop the correct example to each keyword type shown on the right:
Cocacola.com => Navigational
How is Coca-Cola made? => Informational
Buy Coca-Cola merchandise online => Transactional

Q5 – Which SERP component is highlighted in the image shown?

Choose one of the following:
- App pack
- Direct answer
- Twitter card
- Knowledge graph

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QUIZ Two
Q1 – As they appear, drag and drop the primary objectives of a transactional business to the box on the left
and an informational business to the box on the right:
Transactional Informational
E-commerce Traffic
Lead Generation Brand Awareness

Q2 – You run an online fitness and nutrition blog whose primary SEO objective is brand awareness. Which
SMART objective will be most relevant based on your overall business goal?
Choose one of the following:
- Get referenced in three of the top five industry news websites in the next six months
- Generate 35% more online sales for your top 10 converting landing pages in the next 10 months
- Grow SEO market share from 3% t 5% within 12 months
- Double the page views for your highest ad revenue pages in 24 months

QUIZ Three
Q1 – Which of the following are benefits of keyword research?
Choose TWO of the following:
- Omit keywords with low search volume
- Gain insight into the typical age profile of visitors
- Target keywords in the right language for audience
- Target keywords that are within your reach

Q2 – As they appear, drag and drop the features of long-tail keywords to the box on the left and the
features of short-tail keywords to the box on the right:
Long-tail Keywords Short-tail Keywords
Harder to research Easier to research
Easier to rank for Harder to rank for

Q3 – You are carrying out keyword research for your product or service. You have picked a topic to
research, brainstormed and now have 10 keywords around the topic. Following best practice, what is the
next step to successful keyword research?
Choose one of the following:
- Think of closely related keywords
- Prioritize keywords
- Review keyword value
- Explore other relevant topics

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Q4 – When turning your keyword research into content for your site, what is the recommended number of
P2 keywords to use?
Choose one of the following:
- One
- Two
- Three
- Four

QUIZ Four
Q1 – Put the five steps of crawlability into the correct order:
1. Minimize site errors
2. Use redirects wisely
3. Submit an XML sitemap
4. Minimize duplicate pages
5. Check for indexed pages

Q2 – Which website characteristics are also considered technical SEO ranking factors?
Choose TWO of the following:
- Referral traffic
- URLs
- HTTPs
- Site speed

Q3 – Match the pre-click on-page element on the left with the best way to optimize it on the right:
Title tag => Include keywords
URL => Use dashes instead of underscores
Meta description => Use a maximum of 156 characters

Q4 – Match the post-click on-page element on the left with the best way to optimize it on the right:
Headings => Tailor keywords to the page
Images => Add a description in the alt text
Main copy => Don’t repeat keywords too often

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Q5 – What is the primary activity behind off-page optimization?
Choose one of the following:
- Building backlinks
- Making images web friendly
- Testing the mobile-friendliness of URLs
- Loading keywords into your content

Q6 – Which type of backlinks will be most likely to bring in relevant referral traffic?
Choose one of the following:
- Low authority
- Topical
- High authority
- Authentic

Q7 – You are conducting an SEO audit of your site and want to benchmark your website against its top
three competitors. Which tool enables you to do this?
Choose one of the following:
- Pingdom
- Open Site Explorer
- Wincher
- Google Search Console

QUIZ Five
Q1 – As they appear, drag and drop the description of how a visitor reached your site to the correct source
of traffic on the right:
Direct Traffic Typed URL directly into browser
Referral Traffic Clicked on external link on another website
Organic Traffic Clicked on an unpaid search engine listing

Q2 – Which SEO metric is a good high-level way of reviewing SEO progress and can be best measured using
Google Analytics?
Choose TWO of the following:
- Conversions & sales
- Keyword rankings
- Link building KPIs
- Organic traffic

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Q3 – You have measured your website’s SEO performance and have found that your technical SEO efforts
have not paid off as expected. What questions should you consider to help improve performance?
Choose TWO of the following:
- Have your key landing pages been indexed?
- Does your site lack domain authority?
- Have you avoided keyword stuffing?
- Are there any URLs errors reported?

PAID SEARCH (PPC) WITH GOOGLE ADS

QUIZ One
Q1 – Where on the Search Engine Results Page (SERP) are paid search results displayed?
Click the correct area on the image shown: HEADING

Q2 – When consumers use search engines, they first identify a need or want, _______ and then evaluate
alternatives. What is the missing step a consumer takes in the purchase decision cycle?
Choose one of the following:
- Decide to purchase
- Conduct post purchase evaluation
- Purchase
- Search for solutions

Q3 – What are the benefits of using pay-per-click advertising?

Choose TWO of the following:
- Metrics are easily measured
- Traffic is free
- Results are relevant to a user’s needs
- Site usability is increased

Q4 – A consumer planning a trip to the U.S. enters “New York hotels” into the search bar and is served a
SERP in response. Where on the SERP shown includes a directional CTA to drive action?
Click the correct area on the image shown: Book your hotel….

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 DISPLAY AND VIDEO ADVERTISING
QUIZ One
Q1 – What are the key benefits of using Display and Video advertising in your marketing strategy?
Choose TWO of the following:
- Brand awareness
- Re-engage with customers
- Relevant to user needs
- Accountability

Q2 – As they appear, drag and drop the correct description under each platform shown below:
Google Display Network => Serves video and display ads to over 2 million sites
Facebook => A social media platform with 2 billion users that you can target with ads
Criteo => Show consumers ads for products they just viewed on the advertisers’s website
TubeMogul => Uses audience profiles & aggregates video advertising inventory from a variety of
Sources

Q3 – Which buying mechanism is priced on a cost per day advertisers as it incurs high costs?
Choose ONE of the following:
- Auction Buy
- Reserve Buy
- Masthead (YouTube)
- TrueView

Q4 – At what stage of the buyer’s journey in the image shown does video and display advertising typically
engage people?
Click the correct area on the image shown:
Awareness
Interest
Consideration
Conversion
Retention

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Q5 – As they appear, drag and drop the correct description under each campaign objective shown below:
Build Awareness – Use placement targeting to increase your brand’s presence to new customers
Influence Consideration – Use audience targeting to educate your customer on your product
Drive Action – Use remarketing to encourage customer to complete the desired CTA

QUIZ Two
Q1 – You have created a personal YouTube channel and now wish to use it to create a brand channel.
Where do you need to click in your personal account settings to move your personal channel to a brand
account? Click the correct area on the image shown:
Overview

Q2 – You have clicked the ‘Upload’ icon at the top of your YouTube page, set your privacy settings to
public and selected a video from your computer to upload. What is the next step to successfully upload
your video to YouTube?
Choose ONE of the following:
- Add cards
- Import a playlist
- Edit basic info
- Click publish

Q3 – Where on a YouTube page can you choose a thumbnail to add to a video?

Click the correct area on the image shown:

Q4 – As they appear, drag and drop the correct function under each Creator Studio tool shown below:
Dashboard – Check for notifications and alerts
Video Manager – Organize and update videos from one place
Analytics – Review channel performance
Community – Review and response to comments

Q5 – To understand what interests your audience, which reports in YouTube Analytics provides
information on your subscribers and the performance of your annotations?
Choose ONE of the following:
- Conversions
- Earnings
- Engagement
- Watch-time

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QUIZ Three
Q1 – When advertising on the Google Display Network, what campaign type matches your ads to websites
that include content that’s related to your business or to your customer’s interests?
Choose ONE of the following:
- Video
- Search Network only
- Display Network only
- Search Network with Display Opt-in

Q2 – There are a great variety of ad sizes available on the Google Display Network. Where on the image is
the leaderboard ad located?
Click the correct area on the image shown:
720 x 90 Dimension

Q3 – Which video ad format plays your video ad before, during or after other videos and is ‘skippable’ after
5 seconds? Choose ONE of the following:
- Masthead
- Bumper
- Trueview In-Stream
- Trueview Video Discovery

QUIZ Four
Q1 – Which feature in Google Ads limits the number of times your ad will appear to the same user in a
period of time or over the course of the campaign?
Choose ONE of the following:
- Geographic targeting
- Frequency capping
- Ad scheduling
- Accelerated delivery

Q2 – When creating a responsive ad in Google Ads, where can you include a CTA?
Click the correct area on the image shown:
More options

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Q3 – What are the benefits of linking a YouTube channel to a Google Ads account?
Choose TWO of the following:
- Reach a large scale audience
- Add CTA overlays on videos
- View engagement statistics
- Report on estimated video earnings

Q4 – What is the first step in creating a video advertising campaign in Google Ads?
Click the correct area on the image shown:
+

Q5 – Where on a YouTube watch page is the companion banner displayed?

Click the correct area on the image shown:

QUIZ Five
Q1 – What type of targeting focuses on where you want video and display ads to be shown?
Choose ONE of the following:
- Remarketing
- In-Market
- Demographic
- Contextual

Q2 – Match the audience targeting type on the left with the correct description on the right:
Affinity Audiences => Lifestyle & interest profiles
Demographics => Age, gender, parental status, income
In-Market Audiences => Likely to be about to purchase
Similar Audiences => Mirror audiences based on your lists

Q3 – Which targeting type allows for more precise targeting, quickly reaches a wide audience and
generates more traffic to a website because the ad is placed on websites related to the content selected?
Choose ONE of the following:
- Placements
- Keywords
- Demographics
- Topics

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Q4 – Which optional feature in Google Ads enables advertisers to get reports on targeting criteria without
restricting the reach of an ad group?
Choose ONE of the following:
- Exclusions
- Accelerated delivery
- Frequency capping
- Observations

Q5 – What setting can be selected in Google Ads to ensure an ad is free, for example, from profanity and
rough language?
Choose ONE of the following:
- Content exclusions
- Add observations
- Frequency capping
- Narrow targeting

Q6 – A visitor to your e-commerce website views your products and then leaves. Which remarketing
option in Google Ads enables you to show previous site visitors ads for the products they viewed on your
website?
Choose ONE of the following:
- Remarketing for mobile apps
- Email-list remarketing
- Dynamic remarketing
- Standard remarketing

Q7 – Which bidding approach allows you to increase or decrease the bid amount for a specific targeting
method and can be set at the campaign level for time of day, specific days, location and/ or device?
Choose ONE of the following:
- Bid adjustment
- Default bid
- Custom bid
- Device bid

QUIZ Six
Q1 – Match the display metric on the left with the correct description of what it measures on the right:
Conversion => Action that someone takes on a website that is deemed valuable
vCPM => Cot per thousand impressions for a “viewable” keyword or ad
Conversion rate => Average number of conversions per ad click, shown as a percentage
CTR => Rate of how many people click on an ad after seeing it
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Q2 – Match the video metric on the left with the correct description of what it measures on the right:
Impression => Recorded when the ad is served for five seconds or more
CPM => Advertiser pays every time a 1000 impressions are delivered
Views => Recorded when a user watches 30 seconds or more, or the full video
View rate => Number of views expressed as a % of the number of impressions

Q3 – Where is the Google Ads can you review the performance of display campaigns?
Click the correct area on the image shown:
Predefined reports (formerly Dimensions)

Q4 – When reviewing video campaign performance in Google Ads, what should be selected to view data on
how many people were shown an ad?
Click the correct area on the image shown:
Reach metrics

Q5 – Where are the metric-group links for Google Ads video campaigns located in Google Analytics?
Click the correct area on the image shown:
Explorer

Q6 – How can display and video campaigns be optimized?

Choose TWO of the following:
- Email-list remarketing
- Amend targeting
- Adjust ad scheduling
- Engage in social listening

Email Marketing
QUIZ One
Q1 – A user has submitted their email on a form on your website where they are instantly added to your
email list. What type of opt-in permission is this?
Choose ONE of the following:
- Conditional opt-in
- Double opt-in
- Single opt-in
- Express opt-in

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Q2 – Which marketing channel does email integrate with to collect email addresses through a point of sale
system?
Choose ONE of the following:
- In-store
- Mobile App
- Social Media
- Website

Q3 – What is the benefit of using email as part of an inbound marketing strategy?

Choose ONE of the following:
- It can send one standard message to many
- Initial emails usually go right for the sale
- It is low cost and high return
- It reaches out to non-subscribers

Q4 – As they appear, drag and drop the regulatory constraints to the correct regulatory acts shown below:
GDPR => Send emails to users who have explicitly requested that content
CASL => Send emails to consenting users only
CAM-SPAM Act of 2003 => Send emails to any user who has not “opted-out”

QUIZ Two
Q1 – As they appear, drag and drop the correct explanation under each email marketing principle shown
below:
Segmentation => Group similar users together & provide them with relevant info
Personalization => Tailor your message for each user
Engagement => Optimize email campaigns to keep your subscribers interested
Analytics => Review the performance of past campaigns

Q2 – What are the examples of typical categories you can use to segment a list of email subscribers?
Choose TWO of the following:
- Purchase history
- Demographics
- Deliverability
- Personas

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Q3 – In an email campaign, what features and capabilities typically enable an email service provider to
facilitate a unique experience for a recipient?
Choose TWO of the following:
- Merge fields
- Themed templates
- Pixel tracking
- Accurate targeting

Q4 – What are the most appropriate sources of email data you can use to gather information on your
existing customers?
Choose TWO of the following:
- Referrals
- Purchase data
- Social Media Information
- Email campaign metrics

Q5 – What are the benefits for email marketers of combining email segmentation and contact
management efforts?
Choose TWO of the following:
- Higher open rates
- Lower complaints
- Lower click through rates
- Higher bounce rates

QUIZ Three
Q1 – What are the two missing components for creating effective emails in the image shown?
Choose TWO of the following:
- Copyright information
- Sender address
- CTA
- Subject Line
Audience=> ________=> Copy=> Design => _________=> Imagery

Q2 – At what stages of the buyer’s journey would you send a promotional email to a new customer?
Choose TWO of the following:
- Retention
- Conversion
- Awareness
- Interest

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Q3 – What type of email subject line is this? ‘I got botox-& THIS is what it looked like’
Choose one of the following:
- Social Proof
- News
- Self Interest
- Story

Q4 – What are the essentials for creating email copy that grabs reader’s attention and maintains their
interest? Choose TWO of the following:
- Make it easy to scan
- Make it simple and strong
- Make it with 75% imagery
- Make it about your product’s features

Q5 – Which email A or B, follows email design best practices for layout, fonts, color and identity?
Click on the correct email on the image shown:
The one with simple and less words

Q6 – What are the best practices for creating an effective CTA in marketing emails?
Choose TWO of the following:
- Have a strong command verb
- Contain a pixel tracking image
- Give a sense of urgency
- Place it in the centre of the email

Q7 – What best practice should be followed when using images in an email campaign?
Choose ONE of the following:
- Use pixel tracking images
- Use images greater than 600px
- Place images above the fold
- Model images based on print brochures

35
QUIZ Four
Q1 – You are responsible for creating a new email campaign and have just completed the work to define
the campaign requirements. What is the next step in the email campaign creation process?
Choose ONE of the following:
- Write the email copy
- Identify the need for email
- Check your email checklist
- Set up email tracking

Q2 – What impact does using a double opt-in have on your email campaign delivery?
Choose TWO of the following:
- Improves sending reputation
- Reduces vulnerability to spambots
- Segments email recipients
- Creates a delay in campaign delivery

Q3 – As they appear, drag and drop the correct explanation under each email campaign delivery challenge
shown below:
Bounces => Email fails to deliver to a recipient’s mailbox
Spam Complaints => Recipient clicks the “Spam” or “Junk” button on your email
Sending Volumes => Spikes in email sending volumes trigger spam filters
Spam Traps => Email addresses that don’t bounce are monitored by ISPs and blacklists

Q4 – To manage the deliverability of a marketing email, what should you review before you send it?
Choose TWO of the following:
- Engagement metrics
- Email spelling errors
- Broken links
- Email list of non-responders

QUIZ Five
Q1 – What area in the email shown should you test to ensure the unsubscribe links work?
Click on the correct area on the image shown:
*Unsubscribe

36
Q2 – You are about to launch a new email campaign but before you do, you want to test how different
colours (green and blue) on the CTA button will perform. What are the A/B testing practices you should
follow? Choose TWO of the following:
- Test both variables at the same time
- Test your preference and trust your gut
- Test early and often for the best results
- Test your groups equally and randomly

Q3 – Which campaign performance metric measures the percentage of emails sent that couldn’t be
delivered? Choose ONE of the following:
- Conversion rate
- Click-through rate
- List growth rate
- Bounce rate

Q4 – How can you optimize the click rates in emails?

Choose TWO of the following:
- Include one link per action
- Use explicit CTAs
- Offer deals for a limited time
- Add pixel tracking

Q5 – Which area of the email shown is optimized for mobile, ensuring the recipient reaches your website’s
landing page? Click the correct area in the image shown:
*SHOP THE GUIDE

Q6 – What actions can an Email Marketer take to minimize the number of bounces and unsubscribes for
email campaigns? Choose TWO of the following:
- Monitor the Share/ Forward rate
- Include multiple links for the same CTA
- Review dips in click rates
- Manage lists with a Preference Center

QUIZ Six
Q1 – What are the benefits of using Marketing Automation tools?
Choose TWO of the following:
- Enables A/B testing of more than one variable at a time
- Makes images lightweight for mobile devices
- Better results from more frequent testing
- Frees up more time for other marketing projects
37
Q2 – As they appear, drag and drop the correct description under each key building block of marketing
automation shown below:
Action => Decision => Timing =>
What did your contact do? Where do they go When should the response happen?

Website Design and Website Optimization

QUIZ One
Q1 - As they appear, drag and drop the features of website optimization to the box on the left and the
features of SEO to the box on the right.
Website Optimization SEO
Ensure the site is easy to navigate and use Ensures the use of effective metadata
Ensure that content is effectively displayed Ensures search engines can index your content

Q2 – Which potential roadblock does website optimization remove in order for a visitor to convert more
easily on a website? Choose TWO of the following:
- Ineffective social media engagement
- Confusing site navigation
- Decreased user time on site
- Slow checkout process

Q3 – Making the shopping experience on your website easier affects which stage of the buyer journey?
Choose ONE of the following:
- Consideration
- Retention
- Conversion
- Interest

Q4 – What tasks are the marketing team typically responsible for to ensure a website is crafted to support
digital marketing campaigns? Choose TWO of the following:
- Integrating business operations with the website
- Editing website copy
- Collaborating on design layouts
- Developing the site API

38
Q5 – As they appear, drag and drop the correct activity under each component of website design shown on
the right:
Architecture => Choose a domain name
Design => Create a wireframe
Content => Create a list of pages
Optimization => Set up metrics reports

QUIZ Two
Q1 – Which website hosting option is typically the most expensive?
Choose ONE of the following:
- Cloud
- Shared
- Dedicated
- CMS Specific

Q2 – You have chosen your domain name, installed WordPress, and have successfully logged in. What is
the next step you need to take to build your website using WordPress?
Choose ONE of the following:
- Install a theme and add plugins
- Test across devices
- Buy a domain name
- Set up tracking

Q3 – Which website can you use to find a reputable source of WordPress themes for your own site?
Choose ONE of the following:
- Screenfly
- GoDaddy
- TemplateMonster
- Optimizely

QUIZ Three
Q1 - Making sure a potential customer can access the same pages on mobile as they can on desktop
applies to which key principle of web design? Choose ONE of the following:
- Consistency of design
- Simplicity of design
- Usability
- Navigation

39
Q2 – Look at the website in the image. What is the implication of this website design?
Choose ONE of the following:
- Content will be unreadable
- The page speed will be slow
- It may not appear in mobile search results
- A/B testing will not be possible

Q3 – When creating content for your website, each website page should:
Choose TWO of the following:
- Include a call-to-action
- Include a lot of graphics
- Be easy to read
- Be entertaining

Q4 – You want to A/B test a call-to-action on your site. You have already picked one variable to test and
chosen your goal. Following best practice, what is the next step?
Choose ONE of the following:
- Choose your goal
- Split your sample group equally and randomly
- Set up your control and your challenger
- Determine your sample size

QUIZ Four
Q1 – As they appear, drag and drop the primary focus and concerns of UX design to the box on the left and
of UI design to the box on the right:
UX Design UI Design
Interaction Design Visual design
Wireframes Typography

Q2 – Ensuring your website is easy to use for visually or mobility impaired users is an example of which of
the 5 key principles of good UX and UI design?
Choose ONE of the following:
- Clarity
- Accessibility
- Credibility
- Learnability

40
Q3 – Which of the following are examples of key website attributes to test when assessing the
effectiveness of the user experience?
Choose TWO of the following:
- CMS provider
- Frequency of shopping cart abandonment
- Nesting of pages
- The domain name

Q4 – You have created a website for a fitness and nutrition company and are now looking to add CTAs to
your food and nutrition pages. Which would be the most effective?
Click on the correct button:
Search Recipes Be Healthier
Food Shop Now

Q5 – Which factor need to be analyzed in detail when looking at the page speed of a website?
Choose TWO of the following:
- WordPress theme
- Return rates
- Website elements
- Hosting provider

QUIZ Five
Q1 - Match the metric on the left to the correct description on the right:
Referral Source => The medium that lead users to your website
Return Rate => Tracked by sales and tracking cookies
Time on site => How long a user spends on your site
Bounce Rate => The % of users that leave after only visiting one page

Q2 – You need to get data on the metrics and goals you’ve selected to evaluate the overall effectiveness of
your website. What is the best tool you can use to do this?
Choose ONE of the following:
- SEMRush
- SERanking
- Search Console
- Google Analytics

41
Q3 – You have just completed an analysis of metrics and goal performance for a website using Google
Analytics. What action would you recommend first to optimize the website?
Choose ONE of the following:
- Copy edit the site content
- Change the site domain name
- Download a new WordPress theme
- A/B test new page elements

Analytics with Google Analytics

QUIZ One
Q1 – What types of insights do web analytics tools provide for digital marketers?
Choose TWO of the following:
- Source of traffic
- Names of website visitors
- Call length from website phone numbers
- Content performance

Q2 – What tools can be used to collect and analyze data on a social media campaign?
Choose TWO of the following:
- Google Scholar
- Woopra
- Adobe Spark
- Google Analytics

Q3 – What are the benefits of using the standard version of Google Analytics?
Choose TWO of the following:
- Easy to implement and install
- Unlimited customization
- Free of charge
- Data sample is 100% accurate

Q4 – What are some of the limitations of using the standard version of Google Analytics?
Choose TWO of the following:
- Reports default to last-click attribution
- Data is not collected in real time
- Complicated installation process
- Web behaviour insights are restrictive

42
Q5 – Match the analytics reporting terms on the left with the correct descriptions on the right:
Dimensions => Describe data
Metrics => Measure data
Q6 – When using analytics tools, what actions can you take to help ensure you are in compliance with EU
data protection legislation?
Choose TWO of the following:
- Have a clear policy on how the analytic data you collect is used and managed
- Get explicit consent from the consumer when collecting PII
- Collect cookie data anonymously and share with companies outside of the EU
- Share visitor data with third parties when visitor consent is implied

QUIZ Two
Q1 – You are setting up a Google Analytics account to report on PPC and display campaigns. What setting
needs to be configured when reviewing data from Google Ads and Google Search Console?
Choose ONE of the following:
- Data sharing
- Device syncing
- Privacy
- Sign-in and security

Q2 – What are the main ways to install Google Analytics code on a website.
Choose TWO of the following:
- Implement it using Google Tag Manager
- Install it directly using Google Ad Manager
- Ask a web developer to hard code it on every webpage
- Implement it using Google Tag Assist

Q3 – Google Analytics collects data about visitors to websites using cookies. Put the steps that enable
Google Analytics to track a visitor’s browser session into the correct sequence below:
1st => Google analytics code is implemented on each web page
2nd => The tracking code is executed every time the page loads
3rd => A temporary or persistent cookie is dropped onto the user’s browser
4th => Session data is sent to Google and processed by the analytics tool
5th => The cookie expires after the browser session finishes

43
Q4 – Match each description on the left with the Google Analytics Settings level it describes on the right:
Property => The level at which the tracking code is generated
Account => The highest level and the access point for analytics
View => The level at which you can segment your data

Q5 – What is the purpose of a View in Google Analytics?

Choose ONE of the following:
- Helps to organize visitor data
- Increases the reliability of data
- Helps to identify business goals
- Tracks the way users engage with content

Q6 – What feature in Google Analytics enables you to enhance reporting accuracy by classifying and
segmenting visitors, and removing unwanted traffic?
Choose ONE of the following:
- Dashboards
- Filters
- Annotations
- Shortcuts

Q7 – As they appear, drag and drop the benefits and risks associated with granting other people access to
your Google Analytics account to the appropriate boxes below:
Benefits Risks
Access levels can be restricted Custom reports can be modified incorrectly
Collaboration among the team is enhanced User accounts can be deleted easily
All team members use the same data source Settings may be changed accidentally

Q8 – Which marketing tool, when linked to Google Analytics, provides insight into how SEO traffic impacts
website behaviour? Choose ONE of the following:

- Google Ads
- Google Tag Assist
- Google Search Console
- Google Tag Manager

44
QUIZ Three
Q1 – Why is it important to set up and measure goals for any digital marketing campaign?
Choose TWO of the following:
- Allows marketers to tailor content to niche audiences
- Encourages marketers to invest extra resources on poorly performing campaigns
- Helps determine if a campaign is commercially successful
- Provides insight into which content is working well on a site

Q2 – There are four default goal templates to choose from when setting up goals in Google Analytics.
What goal template should you use to track video plays or content sharing on your site?
Choose ONE of the following:
- Acquisition
- Engagement
- Revenue
- Inquiry

Q3 – You are launching a new digital campaign, and want to track and monitor the progress of your
campaign’s objectives. Match the goals in Google Analytics on the left with the appropriate condition for
their use on the right:
URL Destination => When visitors reach a certain page on your website
Session Duration => How long a visitor spends on your site
Pages per Session => How many pages each visitor sees before they leave your site
Event => What on-page interactions are taking place on your website

Q4 – You are setting up a funnel for a Destination goal in Google Analytics. What area of the screen should
you navigate to first? Click the correct area on the image shown:
Funnel

QUIZ Four
Q1 – There are four main reporting areas in Google Analytics. Match the reporting area on the left with
the correct description on the right:
Audience => Who is coming to your website?
Acquisition => How are users getting to your website?
Behaviour => What are users doing on your website?
Conversion => What actions are users taking to complete set goals?

45
Q2 – What types of insights can you develop on your website’s visitors using the Audience reports in
Google Analytics? Choose TWO of the following:
- Education level and skills
- Affinity categories and interests
- Amount of disposable income
- Language and location

Q3 – If you wanted some insight on how your audience arrives at your website. What areas of the Google
Analytics Acquisition reports menu would you explore? Choose TWO of the following:
- Source/ Medium
- Location
- All Traffic
- Devices

Q4 – When you integrate Google Ads with Google Analytics, what insights can you develop using the
Google Ads report? Choose TWO of the following:
- Find information on click costs
- Learn about the devices visitors are using
- Understand how visitors arrive at your site
- Identify high-performance times of day

Q5 – Which report in Google Analytics can help you make decisions about how to improve the content and
overall user journey on a website to drive users more effectively towards a conversion?
Choose ONE of the following:
- Behaviour Flow
- Event Tracking
- Site Searches
- Page Value

Q6 – Which Behaviour report in Google Analytics is demonstrated in the image shown?

Choose ONE of the following:
- Site Speed
- Experiments
- Site Content
- Events

46
Q7 – What action do you need to take before using the Events report in Google Analytics?
Choose TWO of the following:
- Configure the eventCategory and eventAction variables
- Assign a unique 3-digit number to every item being tracked
- Link non-standard actions in Google Tag Manager
- Add code to any website elements you want to track

Q8 – What types of actions can you track and monitor using the Events report, when it is set up in Google
Analytics? Choose TWO of the following:
- The number of times a brochure is downloaded
- The number of times a video Play button is clicked
- The number of cookies collected on a website
- The number of times a custom report is modified

Q9 – Which report in Google Analytics highlights parts of the conversion process that can be improved on
to enhance the user journey and increase conversion rates?
Choose ONE of the following:
- E-commerce
- Behaviour Flow
- Funnel Visualization
- Attribution Modelling

Q10 – Which report within the Multi-Channel Funnels report should you use if you wish to develop
granular insight into the most frequent customer journeys that purchasers make on your website?
Choose ONE of the following:
- Traffic Source
- Site Speed
- Event Tracking
- Top Conversion Paths

QUIZ Five
Q1 – How can you use Google Analytics to develop insight on the value of offline marketing activities?
Choose TWO of the following:
- It helps you to understand the ROI of awareness-generating activities
- It enables you to analyze traffic spikes in real-time and in reports
- It enables you to generate historical reports on TV and radio advertising campaigns
- It helps you to prioritize offline campaigns over online campaigns

47
Q2 – You would like to use the intelligence Events feature to alert you to traffic spikes on your website.
What part of the screen should you navigate to first?
Click the correct area on the image shown:

Q3 – Match the custom reporting and data analysis features in Google Analytics on the left to their primary
purpose when reporting on campaigns on the right:
Custom Reports => Enable you to view specific data, channels or pages and create reports that meet
specific needs
Annotations => Enable you to create a written record of events or changes you’ve implemented
Custom Segments => Enable you to apply temporary filters to slice data for deeper understanding

Q4 – What are the best practices for ensuring that you track data effectively using Google Analytics?
Choose TWO of the following:
- Avoid using views that have no filters applied
- Use internal IP filtering with Views to avoid skewing data reports
- Add analytics tracking code to every page and across all relevant domains/ websites
- Define your KPIs after you begin analyzing the campaign data

Digital Marketing Strategy

QUIZ One
Q1 – Which core component of a digital strategy provides guidance on formats, timings and platform
spends? Choose ONE of the following:
- Tactics
- Media strategy
- Channel strategy
- Content strategy

Q2 – A digital strategy provides a framework that enables you to deliver on digital marketing objectives.
What are the key outputs required in the early stages of your digital strategy?
Choose TWO of the following:
- Understanding of available resources
- Review of current activity and future expectations
- Feedback from stakeholders
- Updated company branding and messaging

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Q3 - What is the purpose of an overarching strategy when developing a digital strategy?
Choose ONE of the following:
- It is a detailed list of objectives that cover each part of your business
- It is a simple statement of what you will do and what the objectives are
- It is a framework with clearly defined phases and associated activities and timelines
- It is a statement about the digital platforms and channels you will use

Q4 – Drag and drop each description into the correct box.

Digital Marketing Digital Media
- Online activities that engage - Digital channels that deliver
with online customers messages to an audience
- Online creative formats and messaging - Medium through which digital
that deliver on commercial objectives messages are delivered

Q5 – What are the core elements in a resource map developed to support a digital strategy?
Choose TWO of the following:
- Brand guidelines
- Content calendar
- Timelines
- Budget

Q6 – What are the key factors to consider when developing an effective budget plan for a digital marketing
strategy? Choose TWO of the following:
- Customer engagement
- Objectives
- Ad spend allocation
- Day Parting

Q7 – What metrics are typically used to measure the level of success for digital marketing activities?
Choose TWO of the following:
- Ad speed
- Average sale cost
- Production costs
- Revenue per lead

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QUIZ Two
Q1 – You have been asked by senior management to demonstrate that customer engagement offers value
to your business. Which metrics can be used to measure customer engagement?
Choose TWO of the following:
- Awareness
- CPL
- CPA
- Sentiment

Q2 – Drag and drop the metrics for measuring the success of the digital channels into the correct boxes:
Social and Display PPC and SEO
Reach Number of sales
Frequency CPA
Assisted conversions Conversion rate

Q3 – Drag and drop the KPIs to the divisions in a business that are most accountable for them:
Marketing Product Customer Service
Engagement Conversions Response rate
Awareness CTR Response time

Q4 – Data gathered from a past campaign is useful when setting KPIs for your next campaign. Match the
calculation for forecasting an outcome to the appropriate campaign metric:
Budget/ CPC => Traffic
Traffic x Conversion rate => Total conversions
Budget/ Total conversions => CPA

Q5 – What are key items to assess during a performance review when your team are building a digital
strategy? Choose TWO of the following:
- Assess performance levels and identify any required adjustments
- Assess if the team is adhering to the strategy
- Assess if the creative strategy is effective
- Assess if the company still requires a strategy

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QUIZ Three
Q1 – What research phase activities can help develop insights to guide your strategic direction?
Choose TWO of the following:
- Defining success outcomes for your company’s digital activities
- Utilizing your existing data on existing channels to make decisions
- Setting role priorities within your team
- Observing how people talk about your brand, category or industry on social media

Q2 – When creating a research map, what should you first identify in order to successfully derive research
insights? Choose ONE of the following:
- The number of active platforms being used
- The most popular content formats
- A list of resources available
- The audience and challenge you are facing

Q3 – What should you do to ensure that all research used is strong and contains trustworthy data?
Choose TWO of the following:
- Check that reputable sources are cited
- Include only owned research when analyzing data
- Use data with large sample sizes
- Extract cultural research from findings

Q4 – Match the research types with the correct descriptions.

Owned => Gives the most accurate insights related to your business
Desk => The most cost-effective research resource as it is free

Q5 – You have been asked to conduct a digital audit in preparation of your team’s latest campaign. What
are some of the key factors to assess? Choose TWO of the following:
- ROI for last campaign
- Social media and other channels
- Engagement percentage
- Admin permissions and access details

Q6 – What key factors do you need to document when creating an audience persona?
Choose TWO of the following:
- Content preferences
- Age
- Campaign budget
- Audience reach
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Q7 – Put the actions for conducting a social listening study into the correct order:
1. Identify keywords
2. Use social search
3. Check for additional keywords
4. Identify trends
5. Establish insight

Q8 – What key areas should you assess when understanding competitor research as you develop a digital
marketing strategy? Choose TWO of the following:
- Comparison of channels
- Total addressable market
- Content assessment
- Location assessment

Q9 – Drag and drop each description to the document type that they describe:
Media Plan => Details all paid media channels, including cost line items for each
Media Brief => Uses audience data, motivations, media budget, content and creative formats to inform
media choices
Creative Brief => Uses product, audience, and competitor insights to inspire campaign ideas to deliver on
your objectives

QUIZ Four
Q1 – What are the key elements to consider when establishing a creative strategy?
Choose TWO of the following:
- Search behaviour
- Audience reach
- Activations
- Ideas

Q2 – What tactics can you use to help maximize your creative output across social media platforms?
Choose TWO of the following:
- Increasing the amount of visual assets created
- Creating assets that can be converted easily to suit other platforms
- Choosing to focus on creating content for one platform at a time
- Taking existing visual assets and editing to suit social formats

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Q3 – What key areas should you focus your attention on when planning a content strategy?
Choose ONE of the following:
- Format, Creative, Delivery Method, Budget
- Consistency, Message, Objectives, Audience
- Variety, Device, Business Goal, Cost
- Platform, Timing, Tone, Narrative

Q4 – Match the creative format specifications to the channel they are most closely associated with in a
format plan.
Pre-roll => Video
Sitelinks => PPC
Canvas => Facebook
Carousel => Instagram

QUIZ Five
Q1 – Your client is an established eCommerce retail brand. Your media strategy is to spend 60% of your
budget on driving sales and 5% on re-engaging existing customers from your database. What channels
would you recommend to achieve this objective? Choose TWO of the following:
- Display
- Email
- Paid Search
- Content Marketing

Q2 – What can be used to help determine how paid advertising is implemented over a specific period of
time? Choose ONE of the following:
- Creative Strategy
- Media Plan
- Launch Plan
- Connection Strategy

Q3 – What are key components in a campaign action plan that supports a digital marketing strategy?
Choose TWO of the following:
- Results from the previous digital marketing campaign
- Recommendations for adjustments to the overarching strategy
- Non-paid channel plan details
- Briefing deadlines for creative

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QUIZ Six
Q1 – Drag and drop the advantages for communicating strategy to the tool they are most strongly
associated with:
PowerPoint Word
Communicate top level information Communicate technical information
Ideal for presenting ideas in person Ideal for supporting documentation

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