Fundamentals of Digital Marketing Answers (Google Digital Garage) [Module 1-26] (2024)

Exam: https://learndigital.withgoogle.com/digitalgarage/course/digital-marketing

Fundamentals Of Digital Marketing Module (1/26) The Online Opportunity

The increased use of the Internet presents a lot of potential for which types of businesses?

All businesses
Small business owners
International businesses
Local businesses

Answer

Taking a business online can involve many different steps. When starting out, which activity could be a part of this process?

Sending flyers with your web address to customers
Creating a business listing in online local directories
Increasing print and billboard advertising
Building a team of digital advertising experts

Answer

Which of the following is the easiest way for visitors to learn about a business while visiting a website?

Getting a free ‘taster’ of one of your products when they sign up to receive emails
Listening to an audio file that auto-plays whenever someone visits your site
Browsing your product pages and reviewing the Frequently Asked Questions page
Reading the terms and conditions for your products on your site

Answer

What is a key benefit of having an online presence for a business?

The ability to sell products directly to customers through social media
Being visible when people search for a business like yours
Sending users emails to update them on new products
Being able to offer new customers promotional discounts

Answer

Fundamentals Of Digital Marketing Module (2/26) Your First Steps In Online Success

Which tool helps you measure the success of your website?

Keyword Planner
Ad Gallery
Ad Preview Tool
Analytics

Answer

Which of the following statements is true when it comes to taking a business online?

Stick to what you are doing and don’t make changes
The same content works across online and offline platforms
Use analytics to make informed decisions
Use analytics to track your customers across the Internet

Answer

Which term best describes the business activity that occurs when website visitors buy products or services from you online?

E-commerce
Display advertising
Search engine marketing
Pay per click

Answer

Which of the following statements is true when marketing your business online?

You need a website to show up in search results
You’ll reach a similar client base to the one you have in the real world
You’ll be seen by the same volume of customers whether you use search advertising or not
Social media is a great way to engage your audience

Answer

Fundamentals Of Digital Marketing Module (3/26) Build Your Web Presence

Which of the following statements is true when it comes to developing a web presence for a business?

Customers can learn about a business by downloading a mobile app, but they can’t place an order using an app
Building a new website requires a large budget
Mobile apps enable your customers to purchase your products without being on your website
All businesses must have a website to sell products

Answer

What is a web server?

The customer service representative you can call when you have questions about your website
The answer you get when you search a term on the web
A computer connected to the Internet with software that allows it to host all the components of your website
The device that determines the speed of your mobile connection

Answer

Fill in the blank: A __ is a shortcut to other pages on your site or elsewhere on the web.

Hyperlink
Return link
Menu bar
Breadcrumb

Answer

Which of the following is something you’ll probably want to exclude from your website?

Prices
A lot of deep scientific information and detailed statistics
Special offers
Certifications to show you’re qualified to provide a service

Answer

Which of the following is an example of a ‘call to action’ on a website?

A list of phone numbers customers can use to get in contact with you
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
An icon button that takes the customer to your social media accounts
A hotline phone number that helps users complete their purchases

Answer

What should you consider when developing your website content?

What your customers are looking for
Your latest promotions and discounts
Your brand values
Whether the content will go viral or not

Answer

Fundamentals Of Digital Marketing Module (4/26) Plan Your Online Business Strategy

What is the first step in creating an online business strategy?

Identifying business goals
Understanding what the competition is doing
Knowing the market
Aligning goals to the strategy

Answer

What is the purpose of the ‘See, Think, Do, Care’ framework?

To help determine a marketing strategy
To help a business understand the customer journey online
To help a business reach a global audience
To give insight into specific customer groups

Answer

Why is optimising customer touchpoints online beneficial for businesses?

It allows brands to add pop-up ads at every point of the customer journey, ensuring high visibility
It gives businesses the opportunity to save money on online advertising
It provides customers with value every time they come into contact with a brand, helping build trust
It gives businesses an opportunity to collect more data from potential customers

Answer

Once you’ve worked out your Unique Selling Point (USP), how would you use it in a long-term online strategy?

Incorporate it within marketing materials across all channels to help raise customer awareness
Create an email campaign letting your customers know why you are unique
Film a video explaining your unique selling point and send it to employees
Create a press release and distribute it through your channels

Answer

What type of information can KPIs provide?

Audience segmentation
Long-term projections
Financial viability
Board decisions

Answer

Fundamentals Of Digital Marketing Module (5/26) Get Started With Search

Why are search engines a great place for a business to be found?

People pay to use search engines, so there is a wealthy customer base there
People who search are actively looking for information, products or services
Search engines are a big trend these days
Search engines guarantee new customers

Answer

What technology do search engines use to ‘crawl’ websites?

Androids
Interns
Automatons
Bots

Answer

Which of the following can help a search engine understand what your page is about?

The date it was published
The number of images used
The total number of words
The title tag

Answer

Fill in the blank: Spending money on search advertising influences how your website appears in _.

Organic search results
The search results page
Business directories
Display advertising networks

Answer

Which of these is an important factor in the paid search auction system?

How famous your brand name is
How cool your logo is
How long your business has been around
How relevant your ads are

Answer

Which of these can Google Search Console help you to do?

It helps you increase your social media following
It helps you optimize your Google My Business listing
It helps you understand which keywords people are searching for on Google
It helps you run A/B tests on your home page

Answer

Fundamentals Of Digital Marketing Module (6/26) Get Discovered With Search

Which of the following factors should you consider when optimising your website for search engines?

Colour scheme
Recycled content
Inspiring business name
Site popularity

Answer

What should be the first step of a structured SEO plan?

Identifying your ad budget
Buying an analytics software
Setting up your presence on social media sites
Keyword research

Answer

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

Social media following
Bid value
Domain authority
Average number of visitors to the company’s website

Answer

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

Long-hair keywords
Long-tail keywords
High-relevance keywords
Top-tail keywords

Answer

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

Increasing social media likes and follows
Increasing how many relevant people visit your website
Showing your website to as many people as possible
Being in first place in SERP for any keyword

Answer

Fundamentals Of Digital Marketing Module (7/26) Make Search Work For You

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

How to Send Stuff Back
[Company Name’s] Return Policy
Return Policy
Company Policies

Answer

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

Keep linking to them until they link to you
Send them emails until they link to you
Building relationships with similar sites
Use as many relevant keywords on the page you’d like them to link to

Answer

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

Products and delivery details in the correct currency
Time and dates written in the local format
Exchange rate information
Free giveaways for local customers

Answer

Fundamentals Of Digital Marketing Module (8/26) Be Noticed With Search Ads

Search engine marketing can also be called what?

Pay-per-click advertising
Organic advertising
Search box marketing
One-click advertising

Answer

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

Bid
Relevance
Wit
Length

Answer

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

Auction
Website
Keyword
Advert

Answer

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

A call to action
A catchy headline
A close-up photo
A social media link

Answer

Fundamentals Of Digital Marketing Module (9/26) Improve Your Search Campaigns

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

Increased cost for ad placements
Higher ad positions on the search results page
Higher cost per clicks on your ads
Ads that will ensure more purchases

Answer

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

Keywords with no association to your site
Keywords with a poor search volume
Keywords that are excluded from a campaign
Keywords that are typed incorrectly

Answer

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

Exact Match
Random Match
Direct match
Close match

Answer

What can conversion tracking in search help you measure?

How many transactions are completed on your site overall
How many people click on your SEM ad and end up browsing your site
How many people visiting your site from a search ad end up completing a purchase
How many customers your ad has converted into brand ambassadors

Answer

Fundamentals Of Digital Marketing Module (10/26) Get Noticed Locally

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

Translate your website into at least two more languages
Offer free phone support during business hours
Ensure you have good analytics on your website
Make sure your phone number, address and business hours are easy to find

Answer

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

“bike shop near me”
“bike shop in UK”
“local bicycle shop”
“bike shops”

Answer

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

Discounted pricing on your search advertising campaigns
Increased likelihood of being discovered through search engines
More mentions on social media platforms
Guaranteed sales to local customers

Answer

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

Business address, website, telephone numbers
Business name, business address, telephone numbers
Website, telephone numbers, email address
Business name, email address, website

Answer

Fundamentals Of Digital Marketing Module (11/26) Help People Nearby Find You Online

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

Location details on the website, quality content and how mobile friendly the website is
Location details on the website, list of shops local to you and a contact form
Quality content, list of local suppliers and location details
Location GPS tags on photos, quality content and how mobile friendly the website is

Answer

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

Because local users tend to use their mobile devices when they’re out of the house
Because mobiles will replace desktop computers
Because all online users browse on mobile devices these days
Because marketing for mobile is more cost effective

Answer

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

Adding relevant content that highlights the location of your business
Including your address on your Twitter account
Optimising your site for desktop devices only
Adding a list of shops local to you on your website

Answer

Fundamentals Of Digital Marketing Module (12/26) Get Noticed With Social Media

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

Attract new audiences
Build a good reputation with customers
Meet sales goals
Increase traffic to their website

Answer

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

The biggest reputation
The most expected engagement
A relevant audience
The most users

Answer

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

Acquire genuine reviews on products
Drive more traffic to your store
Develop one-way communication with customers
Mimic your competition’s approach

Answer

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

Details about the CEO
Link to a local listing site you’re on
Description of the business
Cost of products and services

Answer

Fundamentals Of Digital Marketing Module (13/26) Deep Dive Into Social Media

A robust social media plan includes which of the following?

A list of content that mimics competitor content
All of your online business goals
A long-term schedule identifying when to post content
A list of friends who can post on the accounts

Answer

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

Increase your email marketing campaigns
Ask people to share your content to their networks
Use paid promotion to reach new audiences
Put links to your social on your website

Answer

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

Whether the campaign was more successful than your competitors
Whether the visitors liked the social campaigns or not
Whether a visitor called the store after seeing a social post
Whether the visitor clicked on a paid ad or organic listing

Answer

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

2-way conversation with customers
Not being present on every social media platform
Not having the resources to respond to comments and questions in a timely manner
Spending too much time reviewing social media analytics

Answer

Fundamentals Of Digital Marketing Module (14/26) Discover The Possibilities Of Mobile

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

Redesign your website colour scheme
Optimise your site
Create a mobile app
Shorten your website content

Answer

What does responsive design mean?

Your visitors can manually adjust the size of your website
Your website will adapt to suit whichever device it is being viewed on
Your customers can provide feedback on the design of your site
Your website will respond to clicks faster

Answer

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

Short content and fewer images
Performance and usability
Usability and short content
Less video content

Answer

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

Text messages
Pull notifications
Push notifications
Email notifications

Answer

Fundamentals Of Digital Marketing Module (15/26) Make Mobile Work For You

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

Long tail keywords
Shorter keywords and phrases
Longer keywords and phrases
Exact match keywords

Answer

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

The business has a mobile app instead of a website
The site include business phone numbers
The site works on different mobile devices
The site does not include any videos so it loads quickly

Answer

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

People’s names
People’s address
People’s pet names
People’s relationship status

Answer

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

Videos are entertaining, long and include a CTA
Videos are relevant, short and include a CTA
Videos are relevant, long and include a URL
Videos are short, informative and include a phone number

Answer

Fundamentals Of Digital Marketing Module (16/26) Get Started With Content Marketing

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

Creating and posting content ad-hoc when you have the time
The creation of time-sensitive content that can be published through various channels
Regularly emailing customers with news about a business’s products or services
The creation and promotion of online materials with the goal of increasing interest in a product or service

Answer

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.’

Marketing channels
Demographics
Audience segmentation
Group dynamics

Answer

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

Humour
Please
Surprise
Educate

Answer

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

Online readers have a reduced attention span, due to being flooded with information
Certain blogging platforms have a limit on the word count you can publish
Online readers only like to engage with long-form pieces of content
Online audiences are typically younger, so the language used needs to reflect this

Answer

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

Creating a content calendar
Designing illustrations to support content
Segmenting your audience
Identifying social media influencers

Answer

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

Session duration
Page views
Referral traffic
Unique page views

Answer

Fundamentals Of Digital Marketing Module (17/26) Connect Through Email

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

A collection of email templates
A ‘Contact Us’ form
A way to collect people’s email addresses
A set budget

Answer

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

Personalised, custom templates
A free list of email addresses you can target
A feature allowing users to unsubscribe from your emails
Automation of your search ad campaigns

Answer

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

Run an A/B test on your subject line to determine which one works best
Send the same generic and simple message to your entire contact database
Include enough content in the email so there is no need for them to click away to read further elsewhere
Only include a call-to-action on the landing page you’re linking to in the email

Answer

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

Redesign your website
Change the colour of the buttons inside your email
Send your emails to more contacts
Adjust the subject line of your email

Answer

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

There’s no need to use sponsored ads within your email marketing
There’s no need for analytics when it comes to email marketing
You need to include personal contact details
You can use any imagery, despite copyright

Answer

Fundamentals Of Digital Marketing Module (18/26) Advertise On Other Websites

What is display advertising?

Colin has been running a film review website for his podcasts for the past two years. He’d like to start advertising his site to increase the number of subscribers. To do that he wants to contact some media owners. Who do you think Colin should contact?

A forum for movie fans
Film production agency
An offline business directory
A network that matches businesses with ad space to sell

Answer

Search advertising vs. display advertising

To maximise the hits on his website, Colin wants to target two different audiences using both display ads and search advertising. His two target audiences include cinema-goers and home movie watchers. Which type of approach would work for each audience?

Home movie watchers –
Cinema-goers –

Answer

The ins and outs of display advertising

Colin’s favourite director has launched a new film. Colin has written a review and wants to use it to bring in visitors with a digital campaign. Considering he has a limited budget, which of the website pages would not be ideal for his digital ads?

Filmography page of the director
His friend’s culinary blog
Cinema listings
Local news website

Answer

Google Digital Garage Module 18 Quiz Answers (Unskippable)

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

People who use ad-blockers and are interested in your subject
People who haven’t read your blog before but are interested in your subject
Only people who have read your blog previously
Only people interested in films and movies

Answer

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

Audio
Video
Text
Images

Answer

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

Only on search engines
Only on websites
On search engines and websites
On websites and social media

Answer

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

People with specific names
People who speak different languages
People who already own specific products
People with a specific address

Answer

Fundamentals Of Digital Marketing Module (19/26) Deep Dive Into Display Advertising

Making display ads meet your goals

Colin distributes a popular movie review podcast called ‘Film Talk’ from his website. He wants to use display advertising to attract new visitors to his site. Take a look at the three adverts. Pick the one you think will draw the most visitors.

Text-based ad
Video ad
Image and text ad

Answer

Understanding ad networks

Colin has created his first video ad, and identified quite a few film-related websites where he’d like to display it. What one solution will allow Colin to easily place his ad on as many relevant websites as possible?

Tweet the video link to his friends
Email website owners to ask if they will feature his video
Use an ad network such as Google Display Network
Share the video on his Facebook page

Answer

How retargeting works

Colin is getting a lot of traffic to his podcast website, but not many subscribers. He has budget to design three display ads to encourage people back to his website to subscribe. Colin came up with a list of target groups that he’d like reach with his ads. Help him to cross off the two least useful target groups from his list.

People who visit his site
People who search for TV-related podcasts
People who have started (but not finished) the subscription process
People who download his e-catalogue
Commentators on film forums

Answer

Google Digital Garage Module 19 Quiz Answers (Unskippable)

In what way can display advertising be effective?

It guarantees more visitors to your site
It guarantees increased sales
It drives traffic to your website
It improves your ranking in search engines

Answer

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

The number of sales you make from the ad
The cost of each ad you publish
The cost of creating the ad
A prediction of sales you can make from your ad

Answer

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

You always need to contact the owner of the website to buy ads on their page
The network provides data on the click-through-rate
The network provides names of the people who click your ad
The network will continue to show your ad for 7 days once your budget has expired

Answer

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

Retargeting with a display ad encouraging newsletter sign-up
Redesigning your website
Creating a Facebook page for your business
Retargeting with a display ad that has a discount coupon

Answer

What is the first step of display retargeting?

Sourcing keywords
Defining your audience
Writing content
Setting a call to action

Answer

Fundamentals Of Digital Marketing Module (20/26) Deep Dive Into Display Advertising

The rise of online video

Justin is a passionate cook. He runs a vegetarian cooking website where he shares recipes and sells speciality ingredients. How could Justin reach his customers through online video?

Upload cooking videos to YouTube
Advertise on other videos to promote his recipes
Add video to his own website
Advertise on online games
Buy a TV commercial slot
Share video on his social media pages

Answer

How video fits into your online strategy

Justin’s created the perfect vegetarian lasagne, and he wants to share his recipe with the world. Can you help him plan where to put a promo video so it will most effectively reach his target audience?

In an email to his customers
Cookery section of YouTube
Websites selling speciality vegetarian ingredients
Local directory listings

Answer

Creating video content within your budget

Justin wants to do some video interviews with other local chefs. He wants to add the videos to his blog. Can you help him order his to-do list?

Plan the video release schedule
Storyboard the video content
Decide on a location and source props
Find a video crew and film the videos
Edit then upload the videos

Answer

Sharing and promoting your videos

Justin is uploading some new videos. What can he do to increase the chance of them being promoted and shared?

Post it on his website as well as other sites
Use a title and keywords that the target audience will use to search
Have a call to action such as a ‘share’ option
Add hashtags to your videos for social networking sites

Answer

Advertising on video sharing sites

Justin wants to do more video advertising. He knows his blog audience likes cooking at home, TV shows featuring famous chefs and cooking demo videos. Which keywords should he choose for the Google Ads programme?

Home cooking
TV chefs
Instructional videos
Cooking videos
Chefs
TV shows

Answer

Measuring video performance

Justin is studying his food blog’s analytics. He notices that most people give up on his videos after 60 seconds. He’s brainstormed a list of fixes. Cross out the ones that you think are wrong.

Change his preview image and video title
Update the video description
Keep new videos under 60 seconds
Review the comments to see what viewers have said

Answer

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

Setting up live streams of the business’s physical shop on their website
Publishing a how-to video on their website
Producing sale campaign videos
Sharing personal vlogs

Answer

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

Content that will go viral
A channel to engage with customers
A variety of different brand perceptions
An online following and fanbase

Answer

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

An agency, professional crew and equipment
Creativity, lots of experience and a large budget
Creativity, planning and any budget
Creativity, planning and high-quality equipment

Answer

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

Increase word of mouth referrals
Engage and grow your audience
Guarantee sales of your product or service
Lower the cost of developing content

Answer

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

This isn’t possible
Advertise on other people’s videos
Use images with a call to action instead
Share other people’s videos

Answer

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

Consider removing the video from the platform
Consider re-shooting your video based on comments
Consider updating your preview images, video titles or descriptions
Consider asking people to watch the whole video in the description

Answer

Fundamentals Of Digital Marketing Module (21/26) Get Started With Analytics

What is web analytics?

Linda runs a guesthouse with a website where people can book their rooms online. She’s been using web analytics to monitor how customers interact with her website. Linda uses the information to improve the site and the visitor’s experience. Take a look at the following terms – do you know what they mean in the web analytics world?

Time spent on site –
Visitor’s device type –
Visitor’s location –
Signing up to the newsletter –

Answer

Making web analytics work for you

Linda’s analytics data shows people unsubscribing from her newsletter after two weeks. These people also aren’t booking rooms at her guesthouse. Linda gets some advice from her friends. Whose advice should she take?

“Stop sending newsletters as people aren’t reading them”
“Review the content of the newsletters to check they’re suitable”
“Check you’re not sending too many newsletters”
“Send more newsletters reminding customers to book a room”

Answer

Tracking specific goals with web analytics

Linda runs a guesthouse and has been using analytics to gather information about how people interact with her website. She’s recently revamped her newsletter, and has made the site responsive to appeal to users on mobile devices.

Which elements of the analytics should Linda focus on to measure the effectiveness of her changes?

Number of visits to the site per month
Number of site pages users explore on average
Amount of time visitors spend on the site
Number of people clicking on the links in her newsletters
Percentage of orders made on smartphones and tablets

Answer

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

What time of day your website gets the most traffic
How many mentions or likes you get on social media
How well your competitor’s ad campaigns are doing
The email addresses of visitors to your landing pages

Answer

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

Previous and current customers
Current and future customers
Previous and future customers
Offline and online customers

Answer

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?

How long people spend on your ‘How To Find Us’ page
Which day of the week is most popular for bookings
Whether your funny Tweet goes viral
How many people visiting your site book a room with you

Answer

Fundamentals Of Digital Marketing Module (22/26) Find Success With Analytics

Web analytics and organic search

Linda runs a guesthouse. She wants to use analytics to measure traffic coming to her website from organic search results. What can she learn from analytics reports?

Which search engines visitors use
How traffic is trending over time
How relevant the content is for keywords
How many visitors are using mobile devices

Answer

Tools to measure SEM

Linda owns a guesthouse and has a website where customers can book and pay for rooms in advance. Linda uses SEM to create targeted ads for her rooms. She’s now looking at the analytics data for the different ad campaigns she runs. Take a look at the analytics data for the three campaigns. Which one campaign is performing least well?

Cosy guesthouse in Guildford town centre Get away from it all in a relaxed setting Book a room today! 478 clicks 6% conversion rate
Family friendly guesthouse Lots to do nearby Come and see what we have to offer! 830 clicks 2% conversion rate
Romantic guesthouse getaway in Guildford Plan a special trip with your loved one Book online now 630 clicks 4% conversion rate

Answer

Breaking down your data for insights

Linda runs a successful guesthouse in the centre of Guildford. She promotes the guesthouse online and has a website where customers can book and pay for rooms in advance. Linda wants to use segmentation to break down her analytics data. What information about the visitors can she gather by using this?

Devices used
The visitor’s city
The visitor’s country
The number of clicks on a page

Answer

Google Digital Garage Module 22 Quiz Answers (Unskippable)

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

Their contact details, their behaviour and their operating system
Their location, type of device they’re using and pages visited
Their location, type of device they’re using and contact details
Their interests, when they delete their browser cookies and their location

Answer

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

Try a different search engine
Tweak the ad’s copy and analyse the results
Hire a professional ad agency
Delete the ad and try again

Answer

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

Site search
Acquisition
Behaviour
Search Console

Answer

Fundamentals Of Digital Marketing Module (23/26) Find Success With Analytics

Using data to understand audiences

Charles is thinking about taking his business online. He has many questions, but first he wants to understand what benefits data can have in online marketing. He needs some advice. What are the benefits of data in online marketing?

Data can be accessed and analysed in real time
Data helps you make informed decisions
Data allows you to regard every customer as a number, removing the need for personalisation
Digital data reaches more customers

Answer

Understanding the Data Cycle

Jo is about to launch a new online campaign, and wants to know how data can be used to make the campaign as effective as possible. Rearrange the steps below in the correct order to help Jo understand what should happen first.

Identify the goals of the campaign and plan the next actions to take
Collect the relevant data
Check and investigate the findings
Take action to test the hypothesis

Answer

Creating actionable insights from your data

Lee is currently trying to promote a free eBook download on his website. He has spent time creating compelling emails and posting updates on his social media accounts. He decides to use data to work out if actionable insights can improve the success of his non-paid promotional efforts. Here are the highlights of the data that was gathered:

Develop additional email marketing content, ensuring emails are delivered during the off-peak eBook download time.
Post content across all social media channels during off peak eBook download time, and send email marketing content during peak eBook download time.
Reduce his efforts on the email marketing campaign and expand on social media promotion, specifically on Facebook and LinkedIn.
Schedule engaging Facebook posts to be published between 5.00 p.m. and 7.00 p.m.

Answer

Managing numbers using spreadsheets

Cassie has been using spreadsheets to keep track of how her email campaigns have been performing. She has created three different graphs using all of the data at her disposal. Which graph best shows that the open rate of her emails has decreased over time?

Image 1
Image 2
Image 3

Answer

Presenting data effectively

Anya is working on a presentation for potential investors. They would like to see how the demand for public parking has grown in the past three years. Anya has created the following four graphics to illustrate the growth demand. Which graphic would be the clearest and make the most impact on the investors?

Image of a table of figures
Image of bar graph
Image of pie chart
Image of a heat map

Answer

Google Digital Garage Module 23 Quiz Answers (Unskippable)

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

Quantitative
Qualitative
Holistic
Customer

Answer

What makes the data cycle useful?

Linda runs a guesthouse. She wants to use analytics to measure traffic coming to her website from organic search results. What can she learn from analytics reports?

It helps you make the most of the data collected from marketing activities
It helps you evaluate your competition
It provides information about what users like about your website
It presents collected data in a visually appealing way

Answer

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

Linda runs a guesthouse. She wants to use analytics to measure traffic coming to her website from organic search results. What can she learn from analytics reports?

‘Why’
‘How’
‘When’
‘Who’

Answer

Which of the following is a benefit of using spreadsheets?

Vast quantities of data can be stored, sorted and analysed quickly
Data can only be accessed when all users are online
Valuable customer and market insights can be delivered quickly
Spreadsheets are the only way to collect data and extrapolate results

Answer

If you needed to showcase which parts of a website are being clicked on the most, which presentation type should you consider?

Linda runs a guesthouse. She wants to use analytics to measure traffic coming to her website from organic search results. What can she learn from analytics reports?

Bar chart
Pie chart
Table
Heat map

Answer

Fundamentals Of Digital Marketing Module (24/26) Find Success With Analytics

Using e-commerce to sell

Jo owns a furniture shop, and she’s just started using the internet to boost sales. She has some ideas on what to do to sell products on her website. Help Jo decide on one idea and cross off the rest.

Publish her inventory on a third party site
A forum to get feedback on her services
Use a money transfer provider to take customer payments online

Answer

Taking payments and manage orders

Jo wants to create a fully functional online store. Can you check which of the following features are available in most fully functional online stores?

Order management via a backend system – Yes
Customer reviews pane – Yes
Products browser – Yes
Over-the-phone payments via a web-based calling system – No

Answer

Google Digital Garage Module 24 Quiz Answers (Unskippable)

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

Previous versions of the product
Links to other suppliers
Reviews of the product
Price comparisons

Answer

Which of the following is an advantage of e-commerce?

More relaxed checkout procedure
Low operational costs
Minimal interaction required with the customer
Segmentation of audiences

Answer

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

It collects the addresses of your online store visitors
It provides a backend system with order management
It provides a quicker checkout process than a physical store
It allows you to feature more sales and discounts than a physical store

Answer

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?

Second-party payment processing
Third-party payment processing
External payment processing
Internal payment processing

Answer

Fundamentals Of Digital Marketing Module (25/26) Sell More Online

Creating a smooth e-commerce experience

Jo wants to use analytics data and visitor surveys to make some improvements to her e-commerce website, but she only has limited time and budget. What actions could Jo take for each of these findings?

Customers access the shop a lot on mobile – Introduce responsive design
Customers want to find a specific product – Add a search feature
There are lots of website visits but no one is buying the products – Add customer reviews
Repeat customers add products to their cart but are not checking out – Create registration for customer accounts

Answer

Product promotion and merchandising

Office sets are steady sellers for Jo. How can she suggest office furniture items to customers who might not have considered them yet?

Create a ‘Suggested products’ banner
Use analytics to understand who is visiting the site
Add a video tour of the shop

Answer

Retargeting for e-commerce

Jo has noticed that some of her customers leave her site without making a purchase. She’s set up some product retargeting ads, and wants to measure the performance of her campaign. What parameters should she look at to see if she’s attracting potential customers?

Conversion rates
Number of people clicking on each ad type
Comments on her social media profile
How many pages visitors check before they leave the site

Answer

Google Digital Garage Module 25 Quiz Answers (Unskippable)

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

Analytics shows you have a lot of mobile visitors, but very few purchases through mobile
A specific product is not selling much compared to your other products
You get a lot of questions about your return policy
People are having trouble using a promo code for a current sale

Answer

What is an example of product merchandising?

Running an ad for your products
Adding a way for customers to filter your products
Displaying very specific, featured products on your home page
Cross-selling products in the checkout process

Answer

Which of the following statements is true when describing how retargeting ads work?

Retargeting ads are visible to people who haven’t been on your website yet
Once a user visits your site, the code drops an anonymous browser cookie
Once your customer purchases, you can not turn off the retargeting ad
Retargeting will always drive customers to your site

Answer

Fundamentals Of Digital Marketing Module (26/26) Sell More Online

Introduction to international marketing and export

Matt runs an online vintage record store in the UK. He wants to expand into new markets, but doesn’t know where to begin.

What tools can help him choose his new market?

Market insight tools
Search trends by location
Translation services

Answer

Validating your new market

Matt has found out there’s a growing market for vintage records in Portugal. He now needs to identify insights on his new audience using a variety of tools. Can you help him match the correct tool with its corresponding insight?

High search traffic on vintage record terms from Portugal – Google Market Finder
Low competition on search ads in Portugal – Google Keyword Planner
People in Portugal are looking at his website – Google Analytics

Answer

Being understood abroad

Matt needs to make sure his website is suitable for his Portuguese customers. He’s made a list of translation and localisation tasks.

Which items on his list relate to localisation?

Adjusting colloqualisms so they make sense in Portuguese
Adding his UK office’s address to the main site
Calculating prices of the products in local currency.
Adjusting humourous product descriptions so they make sense in Portuguese

Answer

Advertise across borders

Matt’s chosen his market, now it’s time to find new customers. He has a few ideas, but not all of them will reach his Portuguese audience.

Can you help him choose his best advertising ideas?

Advertise on Portuguese music websites
Send English emails to current UK customers
Use search ads driven by translated search terms
Set up a Portuguese fanpage for his store

Answer

The support systems you will need

Portugal seems like a good market for Matt to move into. He’s looked into the legal requirements of trading records in Portugal and is pleased to find there aren’t any. But what other financial or regulatory requirements should he check?

Custom duties and tariffs
Portuguese taxes
Exchange rates
National holidays
Product safety requirements
Insurance cover

Answer

Helping customers abroad buy your products

Matt’s found out that Portugal has fast internet speeds, which is great for accessing his website. What things will Matt definitely need to do now he has customers in a new market?

Use an international payment system
Research the Portuguese music scene
Visit Portugal frequently
Use an automated translation service
Learn to speak Portuguese
Check his site from an international point of view

Answer

Delivering to customers across the globe

Matt’s getting ready to sell his vintage records to Portuguese customers online. But there’s one unhelpful task on his to-do list. Can you cross it out for him?

Research label requirments for international shipping
Set up a few Portuguese social media accounts
Choose an international shipping partner
Set up customer service for international orders

Answer

Google Digital Garage Module 26 Quiz Answers (Unskippable)

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

Google translate
Native speakers
Translation software
Language guide

Answer

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

Translation software
Keyword planning tools
Interviews with people from that country
A range of search ads in different countries

Answer

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

Have a ‘translate’ button that pulls a translation from an external provider
Translate your content with consideration to particular words and phrases
Translate your content directly, word for word
Localise the name of the business owners

Answer

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

Email marketing
Print advertising
Retargeting advertising
Search advertising

Answer

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

Hire an agency to translate its website into the local language
Open a new office in the capital city
Determine its ability to deliver products and review all tax and legal information
Invest in major ad campaigns to raise brand awareness

Answer

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

Debit cards
Credit cards
Paypal or Worldpay
Bank transfers

Answer

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

What times of the day international shoppers are online
The legal and tax considerations in that market
Which social channels are popular in that market
Which couriers offer the cheapest services for global shipping

Answer