Google

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

• Planning a budget
• Developing a plan
• Optimising a website
• Defining a customer base

Web analytics can tell you many things about your online performance, but what can analytics tools not tell you?

• 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

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

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

• Shopping bags
• Blog content
• YouTube
• Social media

When defining a strategy for your business, how can competitor analysis help you establish a USP (or Unique Selling Point)?

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

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

What is the term we use to describe how search engines categorise each piece of content?

• Listing
• Crawling
• Indexing
• Ranking

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

• Outrank lots of larger, more established companies
• Find more opportunities
• See more traffic than short tail keywords
• Perform better on social media

A lot of factors can affect how well a website will rank on search engines. What role does metadata have in this process?

• 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

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

• 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

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

• relevance
• conversion
• clicks
• importance

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

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

When fine-tuning paid search ads, you change a broad-match keyword to a phrase-match keyword using which symbol?

• Quotation marks
• Apostrophes
• Italics
• Square brackets

Local directories are a great tool for getting noticed locally online. What would be the first step in using a directory?

• Research competitors
• Create a listing
• Create an ad
• Post a link

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

• 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

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

• 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

There are lots of social media platforms out there, but what is a benefit of using smaller, more niche social media platforms for your business?

• 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

When looking to promote a business on social media, what is a good way to grow your social media following or engagement quickly?

• Paid advertising
• Pay for followers
• Follow all of your competitors' followers
• Overuse hashtags

Mobile apps are a great tool to engage with customers on the go. What is one of the major benefits of a mobile app over a website?

• 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

When designing mobile advertising campaigns, what is a best practice to identify which keywords to target?

• 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

Which of the following is a core benefit that content marketing can bring to a business's online presence?

• 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

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 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

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

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 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 Track and measure web traffic

In the world of analytics, the time the user spent on your site is considered which type of data?

• Conversion
• Clocking
• Metric
• Dimension

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

• 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

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

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

• Partition
• Sample
• Segment
• Extract

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

How is a spreadsheet defined?

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

• 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

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

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

Analytics can help optimise your website for which of the following?

• For different devices, navigation and search
• For different devices and social media profiles
• For email templates and social media profiles
• For navigation, search and video campaigns

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 blanks: When advertising internationally, you should make your business __ to the new market, consider the ____ and any possible ____ implications.

• accessible | supply chain | legal
• affordable | supply chain | language
• exciting | customers needs | currency
• affordable | customer needs | legal

Fill in the blank: When considering expanding a business internationally, the best place to start is to____?

• 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