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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
- 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
- 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
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
Which Tool Helps You Measure The Success Of Your Website?
- Keyword Planner
- Ad Gallery
- Ad Preview Tool
- Analytics
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
- E-commerce
- Display advertising
- Search engine marketing
- Pay per click
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
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
- 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
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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
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
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
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
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
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
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
- 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
What Type Of Information Can KPIs Provide?
- Audience segmentation
- Long-term projections
- Financial viability
- Board decisions
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
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What Technology Do Search Engines Use To ‘Crawl’ Websites?
- Androids
- Interns
- Automatons
- Bots
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
- Organic search results
- The search results page
- Business directories
- Display advertising networks
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
Which Of These Can Google Search Console Help You To Do?
- It helps you increase your social media following
- It helps you optimise 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
Which Of The Following Factors Should You Consider When Optimising Your Website For Search Engines?
- Colour scheme
- Recycled content
- Inspiring business name
- Site popularity
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
- Social media following
- Bid value
- Domain authority
- Average number of visitors to the company’s website
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
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
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- How to Send Stuff Back
- [Company Name’s] Return Policy
- Return Policy
- Company Policies
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
- Products and delivery details in the correct currency
- Time and dates written in the local format
- Exchange rate information
- Free giveaways for local customers
Search Engine Marketing Can Also Be Called What?
- Pay-per-click advertising
- Organic advertising
- Search box marketing
- One-click advertising
In An SEM Auction, Your Quality Score Is Based On Which Aspect Of Your Ad?
- Bid
- Relevance
- Wit
- Length
- Auction
- Website
- Keyword
- Advert
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
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
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
- Exact Match
- Random Match
- Direct match
- Close match
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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
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
Which Of The Following Is An Example Of A Local Search?
- “bike shop near me”
- “bike shop in UK”
- “local bicycle shop”
- “bike shops”
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
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
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
- 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
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
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
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
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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
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
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
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
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
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
- Redesign your website colour scheme
- Optimise your site
- Create a mobile app
- Shorten your website content
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
- Short content and fewer images
- Performance and usability
- Usability and short content
- Less video content
What Can A Business Use To Send Messages To Users Who Have Already Downloaded Their App?
- Text messages
- Pull notifications
- Push notifications
- Email notifications
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- Long tail keywords
- Shorter keywords and phrases
- Longer keywords and phrases
- Exact match keywords
- 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
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
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
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
- Marketing channels
- Demographics
- Audience segmentation
- Group dynamics
- Humour
- Please
- Surprise
- Educate
- 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
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
- Session duration
- Page views
- Referral traffic
- Unique page views
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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
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
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
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
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
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
Fill In The Blank: The Ads On Search Engines Are Usually Made Up Of ________.
- Audio
- Video
- Text
- Images
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
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
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
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- 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
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
- 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
What Is The First Step Of Display Retargeting?
- Sourcing keywords
- Defining your audience
- Writing content
- Setting a call to action
- 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
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
- 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
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
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
- 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
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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
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
- 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
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
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
- Site search
- Acquisition
- Behaviour
- Search Console
Which Type Of Data Relates To A Metric That Can Be Represented With A Number?
- Quantitative
- Qualitative
- Holistic
- Customer
What Makes The Data Cycle Useful?
- 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
- ‘Why’
- ‘How’
- ‘When’
- ‘Who’
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
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- Bar chart
- Pie chart
- Table
- Heat map
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
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
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
- Second-party payment processing
- Third-party payment processing
- External payment processing
- Internal payment processing
- 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
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
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
What Is The Best Way To Translate The Content On Your Website For A New Market?
- Google translate
- Native speakers
- Translation software
- Language guide
- Translation software
- Keyword planning tools
- Interviews with people from that country
- A range of search ads in different countries
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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
Which Of The Following Is Primarily Meant To Target New Customers Online?
- Email marketing
- Print advertising
- Retargeting advertising
- Search advertising
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
- Debit cards
- Credit cards
- Paypal or Worldpay
- Bank transfers
- 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