LGD - Digital Exam

1.

1 point

Analytics - 1. What can Google Analytics NOT do?

Full attribution

Track individual users

Measure the impact of offline campaigns

Provide insight on audiences

2.

1 point

Analytics - 2. Which of the below traffic sources are definitely NOT free?

Referral

Direct to site

CPC

Organic

3.

1 point

Analytics - 3. Which "goal" would NOT be a measure of MC&C website engagement?

Bounce Rate

Dynamic Content Optimisation

Duration 5+ minutes

5+ pages viewed

4.

1 point

Analytics - 4. Under which section would you find information about traffic sources?

Behaviour

Conversions

Acquisition

5.

1 point

Analytics - 5. Which client example needed to work on their SEO most?

Which?

Warner

WaterAid

MyBreast

6.

1 point

Analytics - 6. In order, which device had the lowest conversion rate for Warner Leisure?

Tablet

Desktop

Mobile

7.

1 point

Analytics - 7. What percentage of potential clients / Quantcast top 10k sites use Google analytics?

70%

30%

90%

50%

8.

1 point

Analytics - 8. Which parts of the funnel can analytics provide insight for? (Tick all that apply)

Post-purchase

Active Research

Purchase

Awareness

Consideration

9.

1 point

Analytics - 9. What is the definition of a session?

Visitors who come to your Website from unpaid organic or natural search engine results.

A group of interactions that take place on your website within a given time frame.

How long a user takes to convert.

Pay day drinks

10.

1 point

Analytics - 10. Which analytics product will business managers soon be able to sell to our clients?

Cross-device tracking

Referral traffic

Conversion rate optimisation

Goal creation

11.

1 point

Display - 1. What is the current total internet universe in UK (according to comscore)

26 Million

45 Million

60 Million

100 Million

12.

1 point

Display - 2. Which one is NOT classed a display advertising

Online Video

Paid social

SEO

Banners

13.

1 point

Display - 3. What is the name of our Adserving Technology

Flashbanners

Flashtalking

Fastbanners

Fasttalking

14.

1 point

Display - 4. Low budgets on Digital Display leads to:

Poor quality campaigns

Bad results

Low reach and frequency

Dissatisfied clients

All of the above

15.

1 point

Display - 5. What is number 1 on the list of MC&C’s strategies for growth for our clients in Digital Display?

Social

Retargeting

Use RTB campaigns

Video

Attribution

16.

1 point

Display - 6. What is the targeting option called when taking a client’s data and overlaying it in Facebook?

Retargeting

Custom Audiences

Lookalikes

TrueView

Attribution

17.

1 point

Display - 7. What options are available for targeting in the Decision tree (tick 4 out of 5)

Day of Week

Time of Day

Retargeting

Semantic

Weather Targeting

18.

1 point

Display - 8. What is the name of our Trading Desk provider

Adform

Ad2One

Admelt

Admetrix

19.

1 point

Display - 9. Which area in Display has seen the largest growth for MC&C in the last year.

Social

Content Creation

Video

Attribution

21.

1 point

PPC - 1. Which of the below is best practice when writing PPC ad copy?

Put the keyword in the headline

Use CAPITALS so your ad stands out

Add an exclamation mark in every line!!!

Add “CLICK NOW”to your ad

22.

1 point

PPC - 2. Which element of PPC strategy can you tailor for your client?

Impressions

Clicks

Quality Score

Day parting

23.

1 point

PPC - 3. How do you figure out ad rank?

Quality score x Impressions

Count it manually

CPC x Quality Score

CTR x Quality score

24.

1 point

PPC - 4. What is Marin?

Bid management platform

Supplier

Client

Friend of Krishika’s

25.

1 point

PPC - 5. Which parts of the conversion funnel can PPC not affect?

Customer Satisfacion

Active research

Awareness

Purchase

26.

1 point

PPC - 6. Which of the following is true?

PPC is useful for harvesting demand from other channels

You have to be an agency to advertise on Google

You must advertise on Google to do PPC

PPC is the cheapest form of digital marketing

27.

1 point

PPC - 7. Which of these is NOT a keyword match-type?

Broad

Exact

Quote

Phrase

28.

1 point

PPC - 8. You can improve Quality Score by?

Spending more money

Making your landing pages more relevant to your target keywords

Speaking to our Google rep

Turn keywords into CAPITAL LETTERS

29.

1 point

PPC - 9. You can only target desktop devices on Bing?

True

False

30.

1 point

PPC - 10 .Which steps would you follow to integrate PPC with a TV campaign? (tick all that apply)

Build keywords around the TV ad

Use similar messaging/promotions from TV ad

Schedule ads around your spot times

Add your brand term as a negative keyword

31.

1 point

SEO - 1. Which statement best describes modern SEO?

The creation and promotion of ads on search engines

The optimisation of a site to drive more traffic from Google

The optimisation of a site to drive more traffic from organic listings on any search engine

Using paid services offered by search engines to drive more traffic to a site

32.

1 point

SEO - 2. Which 2 of these are NOT Google Update names?

Penguin

Rhino

Zebra

Panda

33.

1 point

SEO - 3. What is an XML sitemap?

A file that tells Google what pages it cannot access

An index page for search engine spiders

A verification file to confirm the site’s authenticity

A content page for human users

34.

1 point

SEO - 4. Out of these 4 which 3 are the components that make up our unique approach to SEO?

Content Creation & promotion

Paid backlinks

Social Media Optimisation & Amplification

Website Optimisation

35.

1 point

PPC - 5. Which one of these is not a strength of our SEO offering?

Integrated

Innovative

Black Hat

Transparent

36.

1 point

SEO - 6. SEO has a part to play at every stage of a customer/user journey” This statement is:

True

False

37.

1 point

SEO - 7. What is Google’s recommended page load speed?

4 seconds and below

1 second and above

Below 1.5 seconds

2 seconds

38.

1 point

SEO - 8. We should only target 1 keyword per page

True

False

39.

1 point

SEO - 9. Content can be described as which of these? (Select 2)

Video

HTML Coding

Images

Navigation

40.

1 point

SEO - 10. How should we go about earning links in-line with Google’s guidelines (Select 2)

Use content to entice relevant users

Buy links on larger sites

Swap links with similar sites

Make use of social media to promote good quality content