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Updated Google Digital Garage Final Certification Questions & Answers:
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What’s the biggest challenge for most businesses when going online?
- Planning a budget
- Developing a plan
- Optimising a website
- Defining a customer base
- What your customers are doing on your website
- Where your customers have come from before visiting your website
- Where your customers go after leaving your website
- What your customers are looking for on your website
Website hosting servers have their own unique IP address, what does this address consist of?
- Numbers and letters
- Numbers
- Letters
- Letters and symbols
- It can enable you to offer discounts that compete directly with your competitors’ pricing
- It can identify how your offering is different in comparison to your competitors
- It can give you deeper insight into the market and their approach
- It can reveal which additional regions you could be operating in so that you can grow your business
- Shopping bags
- Blog content
- YouTube
- Social media
How can businesses benefit from using analytics on their website?
- It will show you where your audience comes from
- It will list which pages your audience does not like
- It will show where your customers go after they’ve left your site
- It will show you why your audience visit your site
- Internet Position
- Internet Placement
- Internet Privatisation
- Internet Protocol
- The consideration phase, when customers start to research potential products to buy
- The finance stage, when customers think about their budgets
- The action stage, the moment when customers commit and purchase your product
- The sharing stage, when customers share images and feedback on your products
Which are the first steps you should consider when constructing an online business strategy?
- Understand the target audience
- Change your mission statement to match the goals
- Create goals and identify a USP
Where does the domain name of a website primarily sit?
- In the URL
- In the coding of your header image
- In your navigation menu
- In your logo’s hyperlink
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When planning your website, what is one of the key things you should consider?
- The order your products will appear on the site
- What you want your customers to do on the site
- How customers will interact with the site
- What your customers want to see on the site
- Technology
- Cost
- Scope
- How long you’ve been in business
When you’re building a business website, what purpose does a server have?
- It manages your website
- It hosts your website
- It promotes your website
- It secures your website
When looking to advertise a new business online, what is one of the major benefits of display ads?
- They are seen by everyone
- They have higher click-through rate
- They can come in many different formats
- They don’t cost too much to set up
- Call the customer when there is an offer they’d enjoy
- See where their customers are and monitor their shopping behaviours
- Send them offers when they enter a certain geographical area
- Add items to their in-app basket that you think they’d like
What is the term we use to describe how search engines categorise each piece of content?
- Listing
- Crawling
- Indexing
- Ranking
- Search phrase
- Search term
- Search query
- Search word
- Outrank lots of larger, more established companies
- Find more opportunities
- See more traffic than short tail keywords
- Perform better on social media
- Pay people to link back to your site
- Write some great content they will find useful
- Ensure your staff link back to your site
- Link to them first, regardless of whether they have anything interesting on their site
- The quantity of links is important, not the quality
- The quality of links is important, not the quantity
- Links hidden within code on sites improves your SEO performance
- Links hidden within images on sites improves your SEO performance
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Which of the following will be achieved by including an offer in a Search Engine Marketing (SEM) ad?
- It will help the ad stand out and encourage people to click it
- It will guarantee the ad appears at the top of the search results
- It will increase the amount of users across your entire website
- It can increase the quality score of your ad
- relevance
- conversion
- clicks
- importance
- Quotation marks
- Apostrophes
- Italics
- Square brackets
- To see personal data about the person who bought from you
- To understand what is working and what is not
- To increase your budget to get more traffic
- To advertise internationally more easily
- Place them well within your text
- Make them eye-catching
- Put branding on them
- Give them descriptive names
- Choosing what images to put on your website
- Reserving all the social profiles that you will be using for the business
- Finding people who will link back to your website
- Keyword Research
When optimising a website for search, what impact do meta and title tags have on the search engine?
- They are hidden messages that have no bearing on search engines
- They are the on-page content that appears on your homepage, telling search engines what you do
- They are automatically generated and help websites rank within search engines
- They are embedded messages that help the search engine determine what’s on the page
- Alongside them
- Below them
- On the next page after them
- Above them
When advertising using Search Engine Marketing (SEM), you only pay…
- when your ad appears within the search results
- when a conversion happens on your website
- when your ad is clicked by someone
- when someone stays on your website for more than 2 minutes
- Drive more traffic to your website
- Target more people in different areas of the world
- Ensure people see relevant ads that relate to their search query
- Stop using negative keywords
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What is the most important thing to consider when optimising a search engine marketing campaign?
- Increasing the bid for the keywords you are targeting
- Increasing the relevance of the keywords, ads, and landing page
- Adding lots of keywords to the campaign to get more traffic
- Continually changing the ad copy
What’s the first step in the search engine optimisation process for your website?
- Off-site optimisation
- Keyword research
- Writing fresh content
- Setting an ad budget
- How long the content on the page is
- If you mention keywords over 50 times in a short piece of content
- Unique, engaging, relevant content
- Where you are in the world when adding content to your site
- Helps your website stand out from the competition
- Allows you to input lots of keywords so that you appear for all of them
- Provides search engines with more consistent and clear information about what’s on the website
- Allows you to place sales promotion offers within the search results
Which of the following is a benefit of Search Engine Marketing (SEM)?
- Reach out to potential customers actively looking for your product or service
- Create different types of ad formats to show to potential customers
- Target people based on their interests and habits
- SEM is a lot cheaper than any other advertising medium
- Website’s homepage
- Order confirmation page
- Order form page
- Contact us page
- prevent
- secure
- increase the chance of
- decrease the chance of
Fill the blank: ‘Search engines _________ the internet to discover content.’
- index
- crawl
- investigate
- rank
What are three key considerations when evaluating keywords for search engine optimisation?
- Competition, cohesiveness, relevance
- Frequency, competition, relevance
- Relevance, cohesiveness, execution
- Frequency, execution, relevance
We use them every day, but what is the overall purpose of a search engine?
- To position websites based on how popular they are
- To display websites in a random order to increase site traffic
- To ensure every business gets an equal number of site visits
- To help the user find the most relevant answer to their query
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Which search query would trigger an ad based on this keyword: [London portrait photographer]?
- Portrait photographer London
- London photographer
- London portrait photographer
- Photographers in London
Google Search Console “Crawl” reports let you monitor…?
- If potential customers can access your web pages
- If Google can view your web pages
- How people interacts with your website
- What information Google records about your site
To improve your website’s SEO performance, when should you consider updating your SEO plan?
- When you write a new blog post
- When you have a sale or promotion
- When you add a new service or product
- When you employ new staff
- Business name, address, phone number
- Personal name, business name, postcode
- Name, PO box, freephone number
- Business name, CEO, company registration number
- prioritise
- highlight
- hide
- promote
- Stern & Serious
- Serious & Honest
- Fun & Inviting
- Engaging & Inviting
- Compare follower numbers across platforms
- Use online analytics tools to measure engagement
- See what competitor businesses are using
- Ask friends and family which platforms they use
- Apps allow you to send push notifications
- Apps are easy to access on the app store
- Apps generally work on more mobile devices
- Apps allow you to collate more data on your customers
- Short, technical, include a call to action
- Relevant, short, entertaining
- Short, entertaining, include a call to action
- Short, relevant, include a call to action
- Local Search
- Geo search
- Mobile search
- Organic search
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Why is it important to reach customers on their mobiles when advertising locally?
- People use their phones while they are on the go
- Ads are smaller in mobile devices and therefore cheaper
- People prefer to receive adverts on their mobile
- Everyone has a mobile phone
- Paid advertising
- Pay for followers
- Follow all of your competitors’ followers
- Overuse hashtags
- A scaled design
- A visual design
- A responsive design
- An integrated design
- Ask your audience what they search for when looking for similar products
- Use the Google Keyword research tool or Bing Keyword research tool
- Use a tool to harvest the keywords your competitors are using
- Use all the usual keywords from your website in your advertising account
- Writing engaging online copy
- Keeping the target audience in mind
- Understanding the user journey
- Being consistent in your approach to copy
Why is social media a great tool for your business to build trust and engagement with your audience?
- You can share offers and discounts exclusively to your following
- You can share blogs from other businesses to cover more than what you do
- You can share honest reviews about your product or service
- You can connect with customers at any time of the day
- Content scheduling tools
- Audience profiling tools
- Social media analytic tools
- Website analytic tools
- It can improve sales by directing more traffic to your website
- It can enable a business to create a bank of content, which can be reused to create ads
- It helps a company identify its biggest competitors
- It provides you with another channel to push sales and promotional messages to customers on a regular basis
- Your social media links
- An interactive map
- Your physical location details
- Business registration number
- Everyone uses search engines
- You can target ads to a specific geographic area
- You can target ads to specific genders
- Search ads are cheaper than display adverts
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When it comes to mobile, how would you define usability?
- The visitor’s time navigating your site
- The visitor’s experience on your site
- The visitor’s general time on your site
- The vistior’s purpose when on your site
- Personalising content to make each customer feel important, taking into account available data about each individual customer.
- Reducing the number of channels used for content marketing to only those channels with the highest referral numbers, thus saving money
- Identifying audiences who view their content, and ensuring those specific audiences get targeted in the future, with the aim of increasing sales
- Refining their content marketing strategy as they go, taking into account available data and metrics
- Site speed and usability
- Keywords and metadata
- Image size and navigation
- Site speed and visual appearance
- Optimised for different devices
- Visually engaging
- Full of relevant information
- Text heavy
- Answer The Public
- Google Ads Editor
- Facebook business manager
- EM Rush
- A business that operates from a specific geographic location
- A business that is within a 5km radius from the customer
- A business that has existed within a community for more than 5 years
- A business that only provides a service based product
- Increase staff morale
- Increase audience engagement
- Increase customer satisfaction
- Increase overall profit
- it allows you to target people who have ad blockers enabled
- it can be seen by people who aren’t logged into their accounts
- it allows you to target people based on their likes and interests
- it doesn’t cost too much to spread your ads far
- People on niche platforms are more likely to engage with you
- Your content will be put in front of specific audiences
- Your content will be seen by a mix of different people, gaining more views and likes
- It enhances your brand to be seen on more specific social media platforms
What are the benefits of using social media when looking to advertise your business locally?
- People trust local businesses on social media
- You can target ads to a specific local audience
- You can make video ads promoting the area
- People use social media more than they use search engines
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- Research competitors
- Create a listing
- Create an ad
- Post a link
- Your audience’s data
- Your audience’s interests
- You audience’s available income
- Your audience’s offline behaviour
- % of people that made a purchase after receiving the email
- % of people that opened the email out of the total recipients
- % of people who clicked on a link in the email out of the total recipients
- % of people who were sent the email against the total number of conversions made
When advertisers run online ads that typically include an image for people to click on, it’s called…
- Search Engine Optimisation
- Banner advertising
- Display advertising
- Webpage advertising
- Search advertising
- Reacquiring
- Readvertising
- Retargeting
Which of the following is the most accurate analogy for a display advertising network?
- A targeting option for publishers
- A marketplace between online publishers and advertisers
- A payments system for online ad campaigns
- A targeting option for advertisers
- Shooting as much as you can and culling it later
- Finding editing software
- Finding equipment to use
- Planning your content
Which of the following is a key strategy for distributing your video content?
- Share videos across all of your digital marketing tools
- Pick one primary place to share your video content
- Trust word-of-mouth to drive traffic to your videos
- Send out a postcard to relevant mailing lists
What is one of the benefits of using templates for your email marketing campaigns?
- You can reuse the same template
- They are always free
- You can duplicate the design of your website
- Templates work better on mobile
Which of the following is a benefit of search advertising over display advertising?
- Search ads are more likely to be clicked on
- Search advertising is cheaper than display advertising
- Search advertising allows ads to be created in multiple formats
- Search advertising is shown to customers who are searching for your specific terms
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Why is it important that you set goals when planning your display ad campaigns?
- To help determine the best way to collate customer data
- To help determine the performance and allow for optimisation
- To help determine where your budget will be spent
- To help determine the performance of your competition
- Change the colours to be more eye-catching
- Change how much your branding is shown in the video
- Update the description to tell people more about the video
- Delete the video and try again with edited content
When it comes to email marketing, what do we mean by the term A/B testing?
- A/B testing means you can split your contacts alphabetically
- A/B testing means you send the same email twice to the same people
- A/B testing means splitting your audience and sending each of them a different variation of your email
- A/B testing means it is spell checked and proofed, prior to hitting send
Which of the following is a benefit of display advertising over search advertising?
- Display advertising is cheaper than search advertising
- Appearing on relevant websites offering advertising space
- Ads can appear at the top of search engine results pages
- Display ads are more likely to be clicked on
What can you do to help your videos appear in search results?
- Make the content really interesting
- Give detailed descriptions of its content
- Clearly brand your videos
- Include calls to action within the videos
When planning your display advertising, what does the word ‘placement’ mean?
- The exact location of your ad on a particular page of a website
- The size and position of your ad
- The exact location of your ad on search engine results pages
- The position of text within your ad
When discussing display advertising, what is an ad network?
- A way to get free traffic to your site
- A directory of lots of websites that sell the same products as you do
- An online store of images you can use within your content
- A platform allowing the advertiser to advertise on websites within the network
- Promotions and special offers
- Personalised messages
- Location specific information
- Product shots and detailed information
- Target users, based on the specific actions they take on your site
- Target people, based on their likes and interests
- Appear higher within the search results
- Target people before they come to your website
Which of the following factors can impact the open rate of your email campaigns?
- The amount of links contained in the email
- The number of images in your email
- The opportunity for customers to opt-out
- The subject line of the email
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How can you attract social media users to share your video content online?
- Tag them in posts
- Use hashtags
- Make them funny
- Use subtitles
How can your business benefit from video without making one yourself?
- Advertising on other people’s videos
- Commenting on other people’s videos
- Sharing other people’s videos
- Interacting with other people’s videos
- The device users access the site with
- The time a user spends on the site
- The browser a user uses to visit the site
- The geographical location of the user
- Conversion
- Dimension
- Access
- Metric
- Organic keywords
- Social media ads
- Paid keywords
- Directories
What do website analytics allow you to do?
- Set up advertising accounts to drive continuous improvement
- Understand users behaviour and improve the effectiveness of your digital marketing efforts
- Interact with customers on your website to increase conversion
- Predict your users next move based on previous data
Why should you avoid focusing on collecting as much data as possible?
- Vast quantities of data will take a long time to process
- Large amounts of data are harder to store online
- The right information, at the right time, is more valuable
- Spreadsheets have a limit on the amount of information they can store
- An interactive computer application for the organisation, analysis and storage of data
- A static collection of related data tables that can be queried to locate specific fields
- A tool for storing large amounts of numerical data, but not text-based data
- A digital balance sheet to keep track of financial transactions
When using analytics on your website, what do we mean by the term ‘conversion’?
- The act of a user coming from a certain geographical location
- The act of a user spending a certain amount of time on the site
- The act of a user meeting a specific metric
- The act of a user completing a goal
When it comes to web analytics, what insights can you gather using analytics tools?
- What websites users visit after leaving your website
- How you currently rank in search engines
- How people interact with your website
- How people interact with your competitors’ websites
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- Bid higher within your SEM advertising account
- Find insights that can help you identify where to make improvements
- Build better social media profiles
- Run advertising in other countries around the world
When creating a presentation based on lots of data, what principle should you bear in mind?
- Show all the information available, to give your audience as much context as possible
- Tailor your approach to your audience in order to tell a better story
- Stick to visual graphics only, as everyone will prefer this presentation format over tables and text
- Present all information in the same way because everyone interprets things similarly
How do you handle data in analytics to gain greater insights into our audience’s behaviour?
- Partition
- Sample
- Segment
- Extract
What is the benefit of using digital data?
- It can help you make informed decisions and improve online performance
- Digital data is always 100% accurate
- Digital data allows you to save money on offline analytics
- Using digital data allows you to automatically reach more customers
- Browser users use to access your site
- Unique visitors to your site
- Time users spend on your site
- Number of pages viewed per visit
In the world of analytics, the time the user spent on your site is considered which type of data?
- Conversion
- Clocking
- Metric
- Dimension
Which of these is not a benefit for businesses using fully integrated e-commerce platforms?
- Stock control
- Integrated invoicing
- The ability to track shipping
- Automated complaints process system
- Use images direct from the internet to ensure accurate file size
- Use images direct from the original manufacturer
- Ensure images are of a high quality
- Use detailed descriptions instead of images to help search engines
- price
- hierarchical
- a constantly changing
- alphabetical
Analytics can help optimise your website for which of the following?
- For different devices, navigation & search
- For different devices & social media profiles
- For email templates & social media profiles
- For navigation, search & video campaigns
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- SEM advertising
- Social advertising
- Retargeting
- Email campaigns
When trying to increase the product sales on your website, one way to achieve this is to_________?
- send multiple follow up emails once a purchase has been made
- show them remarketing ads with a variety of products
- provide the customer with relevant suggested purchases
- include a pop up on your website that they have to action before continuing
- Build an online store with an integrated payment system
- Set up a web-based money transfer software like PayPal
- Invest in a new website platform
- Use other platforms such as eBay or Etsy
- Translated by an automated tool only
- Translated but also locally adapted for the audience
- Translated into the native language
- Left the same, and not translated
- accessible | supply chain | legal
- affordable | supply chain | language
- exciting | customers needs | currency
- affordable | customer needs | legal
- use online tools to help you understand where there’s a strong demand for your products
- move the whole business to that country
- replicate your current business in as many countries as possible
- buy new domains for the country
When looking to expand your business internationally on social media, what should you do first?
- Treat all social media channels the same
- Use popular phrases and memes for that area
- Analyse platforms popular in that area
- Not advertise at all, as other countries don’t like social advertising
Fill the blank: In the world of display advertising, remarketing is a way to _________.
- pay less per click than standard SEM ads
- show ads to people before they visit your website
- show ads to people after they visit your website
- display a pop up on your website when people visit it
- Owned
- Earned
- Published
- Paid