Fundamentals of Digital Marketing Certification – Final Questions

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Link to the official certification exam page:  Fundamentals of Digital Marketing.

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


Website hosting servers have their own unique IP address, what does this address consist of?


Numbers and letters



Letters and symbols


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


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


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


Websites are hosted on a server and each of these servers has its own unique IP address. What does the ‘IP’ stand for?


Internet Position

Internet Placement

Internet Privatisation

Internet Protocol


When designing content as part of your content marketing strategy, what does the “Think” stage represent in the “See, Think, Do, Care” framework?


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

Define and segment your audiences


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


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


When considering whether to have a web presence for your business, which of the following is not a major factor?





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


Imagine a customer has downloaded an app made by their local hardware store. How could that business connect with their audience through the app?


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?







When using a search engine, what is the name of a word or phrase somebody types to find something online?


Search phrase

Search term

Search query

Search word


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


Gaining backlinks to your website is a great way to improve the SEO performance. What best practice will encourage people to link back to your site?


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


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


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


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.







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


Quotation marks



Square brackets


When running a search engine marketing campaign, what goal do you expect to achieve by having conversion tracking on your site?


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


Search engines see the content on a website as written code, how can you help search engines identify the images on your website?


Place them well within your text

Make them eye-catching

Put branding on them

Give them descriptive names


When looking to increase the presence of a website, putting together your search engine optimisation plan will help you plan your steps. Which activity would be first on the list?


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


When advertising on search engines, if you bid the same as your competitor, having a higher quality score will mean you appear where in comparison?


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


What can you achieve if you divide your search engine marketing account into relevant campaigns and ad groups?


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


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


When ranking websites on search engine results pages, which element of a website do search engines value the most?


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


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


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


If you want to track a completed order in your website, what would be a proper place to add the conversion tracking code?


Website’s homepage

Order confirmation page

Order form page

Contact us page


Fill the blank: When optimising SEM campaigns, negative keywords _________ your ads from appearing when people search for things that aren’t relevant to your business.




increase the chance of

decrease the chance of


Fill the blank: ‘Search engines _________ the internet to discover content.’







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


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


When trying to promote your business locally, what three key bits of information should be present in your directory listing?


Business name, address, phone number

Personal name, business name, postcode

Name, PO box, freephone number

Business name, CEO, company registration number


Fill the blank: When it comes to promoting a business locally, search engines can _______________ your business in the search results page if the user is near your location.







Using social media for business purposes can be very different to running personal profiles. If you’re looking to attract people to your social network, what tone of voice should you consider?


Stern & Serious

Serious & Honest

Fun & Inviting

Engaging & Inviting


When it comes to knowing which social media platforms to focus your efforts on, how can you work out which one will work best for you?


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


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 looking to create video content for your marketing strategy, what three best practices should you look to include?


Short, technical, include a call to action

Relevant, short, entertaining

Short, entertaining, include a call to action

Short, relevant, include a call to action


Fill in the blank: When search engines use factors like geolocation, IP address and location based search terms to produce geographically tailored results, this is called _____________.


Local Search

Geo search

Mobile search

Organic search


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


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


When building a website for a business, what type of design should it have in order to be “mobile friendly”?


A scaled design

A visual design

A responsive design

An integrated design


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


“Because online attention spans are shorter, a great hook or opening sentence is important to draw people in.” What is this a best practice example of?


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


What type of tool can be used to monitor and evaluate your social media audience’s actions on your website?


Content scheduling tools

Audience profiling tools

Social media analytic tools

Website analytic tools


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 looking to get noticed locally online, what information should you ensure is on your website as a minimum?


Your social media links

An interactive map

Your physical location details

Business registration number


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 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


Which of the following actions would be most effective for a business to take in order to help them progress towards achieving their content marketing goals?


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


With more and more users using mobile to look at websites, it is key that you optimise your site so users can find it when searching online. Which two elements should you look to optimise for improved SEO performance?


Site speed and usability

Keywords and metadata

Image size and navigation

Site speed and visual appearance


Mobile advertising is a great tool for marketers, but all that good work could be undone if your website isn’t what?


Optimised for different devices

Visually engaging

Full of relevant information

Text heavy


Which of the following tools could be used to gain an insight into the phrases and questions people search for about a given subject online?


Answer The Public

Google Ads Editor

Facebook business manager

EM Rush


Digital marketing isn’t just about selling your products internationally. It can be used to great effect for local businesses. What do we mean by ‘local businesses’?


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


Which of the following would be described as a good business goal to set for your social media campaigns?


Increase staff morale

Increase audience engagement

Increase customer satisfaction

Increase overall profit


When looking to advertise your business to mobile users, social media advertising can be really effective because…


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


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


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


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


Building a plan will help you to focus your efforts when using social media. What should you consider when making your social media plan?


Your audience’s data

Your audience’s interests

You audience’s available income

Your audience’s offline behaviour


When looking at your email marketing metrics, Click Through Rate (or CTR) highlights which of the following insights?


% 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


Which form of targeting would you use to display ads to people who have previously visited your website?


Search advertising





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


When creating video marketing content on a budget, what is the first thing you should consider doing?


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


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


If the analytics for your video campaign shows people are only watching the first few seconds of your video, what can you do to try and amend this?


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


When using display advertising, what could you include in an ad to achieve the goal of driving more sales?


Promotions and special offers

Personalised messages

Location specific information

Product shots and detailed information


Retargeting allows you to… 


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


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


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


In the world of analytics, tracking the type of device the user accessed your site by is considered which type of data?







Fill the blank: When you link Google Ads with Google Analytics you are able to understand which ________ are driving performance.


Organic keywords

Social media ads

Paid keywords



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


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 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


When using web-based analytics tools, by segmenting the data you will be able to achieve which of the following?


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?







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


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


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?







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 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


Fill in the blank: When you are considering the layout of the product pages, it is important to put them in ________ order?




a constantly changing



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


If a user abandons their shopping cart without making a purchase, one way to bring them back to complete the purchase is?


SEM advertising

Social advertising


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


When looking to introduce e-commerce functions to your website, which of the following would be the best first step?


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


If you are looking to expand your company’s presence online internationally, which of the following should you consider with regards to your online content?


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


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


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


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