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QuestionAnswerA BC DEFeedbackWhat aspect of digital marketing does not involve paid advertising?CPaid Search AdvertisingPaid Social AdvertisingSearch Engine OptimisationAffiliate MarketingAll of the aboveSee section 10.1What is a benefit of Paid Search Advertising over Search Engine Optimisation?AOffers instant resultsRequires only labour costs for the time spent maintaining itMore effective in the long-termGives more control over placement in organic search resultsEnsures the placement of your message on search resultsSee section 10.1Your message will be placed among sponsored search results if you use...ESocial Media OptimisationPaid Social AdvertisingSearch Engine OptimisationAffiliate MarketingPaid Search AdvertisingSee section 10.1Which of the following statements is true about display advertising?BIt is only applicable to search engine marketingIt is better suited for brand awareness communicationIt cannot be used for decisions closer to the purchase actionsIt induces only labour costs for the time spent maintaining itAll of the aboveSee section 10.1Which of the following is true about Search Advertising?CIt is only applicable for affiliate marketingIt is better suited for decisions closer to to the purchase actionsIt cannot be used for brand awareness communicationsIt only requires the labour costs for the time spent maintaining itIt is only applicable to social media marketingSee section 10.1Running parallel paid and organic search marketing campaigns....Chas no benefits. If the page is high on SERPS, there is no need for paid advertising.has no benefits. If the page is advertised with paid advertising, its position on SERPs will rise without SEO.has potential benefits. It might help obtaining synergies for content reach a level that individual channels could not achieve in isolation.has potential benefits. It might help obtaining synergies for saving advertising costs that individual channels could not achieve in isolation.makes no sense, since those are synonymous names for the same kinds of marketing.See section 10.1Which is not a synonym for Paid Search Marketing?EPay-Per-ClickPPCSearch Engine AdvertisingPaid SearchDisplay AdvertisingSee section 10.2Which type of paid search advertising only contains words.AText adsImage adsVideo adsMobile phone adsAd extensionsSee section 10.2Which type of paid search advertising containing graphics is never shown on Google Search results page, but might be displayed on search result pages of other engines (e.g. mail.ru).BText adsImage adsVideo adsMobile phone adsAd extensionsSee section 10.2Additional links to a website displayed next to paid search ads are called...CText adsImage adsVideo adsMobile phone adsAd extensionsSee section 10.2Which of the following not a critical element of a Quality Score used in paid search advertising. DQuality of adsQuality of keywordsQuality of landing pageQuality of serviceAll of the above.See section 10.2Remarketing is a more advanced option for paid search advertising. Which of the following statement is true?ARemarketing works on the principle that once a person visited your website, he is more likely to interact with it once more. Remarketing can be used to advertise products and services to relatives and colleagues of the person, who visited a website.Remarketing ads can be displayed on any other website.Remarketing works on the principle that once a person saw your ad online, he is more likely to interact with your website more. All of the above.See section 10.2Which of the following statements about CPM is false?BCPM is a digital marketing pricing method based on cost for one thousand impressionsCPM bidding is applicable to both Search and Display Networks of any search engineCPM bidding in paid search advertising should be considered for brand awareness campaignsCPM bidding on Google AdWords is not possible on Search Network campaignsNone of the aboveSee section 10.2Which search engine brings the most leads to websites in Europe?AGoogleBingYahoo!YandexSeznamSee section 10.3Which online advertising service allows the importing of existing Google AdWords campaignsABing AdsSklikTargetYandex DirectHootsuiteSee section 10.3The Yandex search engine brings most leads to websites in which country?DGermanyGreeceNorwayRussian FederationUnited KingdomSee section 10.3The Seznam search engine should be considered by advertisers targeting buyers in which country?ACzech RepublicGreeceNorwayRussian FederationUnited KingdomSee section 10.3Which online advertising service allows advertisers to bid for specific listing positions on SERPs.DBing AdsSklikTargetYandex DirectGoogle AdWordsSee section 10.3Which online advertising service enables displaying image ads on SERPsCBing AdsSklikTargetYandex DirectGoogle AdWordsSee section 10.3What of the following is not best practice for a good keyword alignment strategy?EUse 5 - 15 keywords in an ad groupRegularly add new keywords and remove ineffective keywords to maintain good quality scoreUse broad match type keywords to trigger ads with search queries using keywords that have not been used beforeUse negative match keywords to limit the traffic to relevant searchesUse all keywords in one pool to be displayed with campaign adsSee section 10.4What term is applied to keywords that you do not want to trigger your ad.DBroad matchPhrase matchExact matchNegative matchPositive matchSee section 10.4The budget for paid search advertising campaign ...Ashould be based on profitability and the return on investment calculations.should be focused on maintaining ad position 1 at all times.should correlate to costs spent for SEO.should be no smaller than €10 a day.should be not larger than €10 a day.See section 10.4Which of the following is poor practice for optimising ad creatives in paid search advertising?DIncorporate targeted keywords in the ad creativesHighlight your unique selling pointsContinuously run three or four variations of ads Have only one ad variation per ad group for ease of evaluationInclude a call to actionSee section 10.4You are optimising a campaign which aims to increase sales. Which of the following keywords would you choose to remove based on data provided?CProduct Yellow: 121 Clicks. 0,1% CTR. 80 Coversions (sales)Product Green: 2561 Clicks. 10,1% CTR. 80 Coversions (sales)Product Red: 681 Clicks. 50,5% CTR. 0 Coversions (sales)Product Blue: 681 Clicks. 50,5% CTR. 100 Conversions (sales)Product Orange: 100 Clicks. 0,5% CTR. 50 Coversions (sales)See section 10.4Monitoring of the keyword performance in paid search advertising campaigns…Bis not necessary after initial setup.should be based on regular reviews.is only meaningful for large budget campaigns.is only meaningful for small budget campaigns.is only necessary at the end of the campaign.See section 10.4Which of following keywords would make a good ad group?Cwashing machine, fridge, oven, microwavebedroom furniture, bedroom bed, bathroom furniture, sofa, tablegarden tools, gardening tools, gardening hand tools, hand garden toolstools, news, Donald Trump, tomatoes, furniturepower tools, toy tools, webmaster tools, pro tools, deamon toolsSee section 10.4Paid social media marketing is…Closing relevance as people tend to ignore brand generated content on social media.only relevant for targeting customers in developed countries.gaining relevance as people tend to spend more time on social media.mostly related to sales promotion.useful for remarketing.See section 10.5Paid social media marketing is…Auseful for reaching new potential customers from wider audiences rather than from existing followers.mostly related to sales promotion.losing relevance as people tend to ignore brand generated content on social media.useful for remarketing,only relevant for targeting customers in developed economies.See section 10.5As organic brand content can hardly compete with ever-increasing amounts of content published daily on social media...CSEO should be used to reach loyal customers and potential new customers on social media.paid search advertising should be used to push through the brand content to customers on social media.paid social media advertising should be considered for reaching customers on social media.affiliate marketing should be used to reach loyal customers and potential new customers on social media.All options mentioned should be considered for reaching customers on social media.See section 10.5Which one of the following statements about paid social media marketing is false?DIt is useful for reaching new potential customers from wider audiences.It is gaining relevance as people tend to spend more time on social media.It is mostly related to content promotion.It is mostly related to sales promotion.None of the above.See section 10.5Which one of the following statements about paid social media marketing is false?DIt is useful for reaching new potential customers from wider audiences.It is losing relevance as people tend to ignore brand generated content on social media.It is mostly related to content promotion.It is gaining relevance as people tend to spend more time on social media.None of the above.See section 10.5Paid social media ads can be used for...Bbetter user engagement on search engine results pages.integration of brand content into the communication between brand and users, as well as between users.earning income from selling advertising space.providing more brand related information on maps (i.e. Google Maps).integration of brand content into the personal communication between users.See section 10.5Paid social media ads are most often used for promoting…Acontent already published on social media channels.items already displayed through paid search advertisingcontent already published on other social media platforms.content published offline (i.e. coupons, brochures).content displayed on other media (i.e. TV, radio, press).See section 10.5Why is it important to be aware of advertising possibilities on different social media platforms?AYour buyer persona is already using several different social media platformsIt is not important as it is enough to stick to one social media platformIt is not important as all social media platforms are very similarAdvertising on all social media platforms is the best way to reach your buyer personaIt helps to select the social media platform suiting your business needs the bestSee section 10.6Which is the most effective placement of Facebook ads?DDesktop news feedDesktop right-hand columnMobile news feedCombined feedPrivate messages of usersSee section 10.6Which of the following is not an advantage of Facebook advertising for SMEs?Dincreasing brand awarenessincreasing foot traffic to the physical premisesincreasing web traffic to the websiteincreasing web traffic to the physical premisesall options mentioned are advantages of Facebook advertising for SMEsSee section 10.6You are advertising a team building consultancy for medium to large companies. Which social media channel would be the best fit for your ads?BFacebookLinkedInTwitterPinterestBaiduSee section 10.6You want to advertise by tapping into the networks of your loyal social media fans. Which social media platform would make it possible?CFacebookLinkedInTwitterPinterestBaiduSee section 10.6Social media platforms allow targeting of ads based on various characteristics of users. Which characteristic would not be possible to choose?DInterests and behaviourGender, ageLanguage, locationWebsites visitedJob positionSee section 10.6Affiliate marketing is…Ca form of free marketing as the website is advertised by partner websites (affiliates)a brand new form of marketing which appeared because of the impact of cloud computingan arrangement where referring sites receive a commission on sales or leads sent to the merchants sitean arrangement where referring sites receive a commission on sales or leads sent to merchants physical shopan arrangement where merchants receive a commission on sales or leads sent to the referring sitesSee section 10.7An affiliate is...Ba partner company that works with a website.a website that displays links (ads) to other websites to its visitors.another way to describe a digital advertising agency.any ecommerce website on the internet.another way to describe a social media site.See section 10.7Generally affiliates get a commission fee only if…Da user browses to an affiliate's sitethe user clicks the affiliate's specially-coded link to the merchant's sitethe user makes a purchase from the merchantall three conditions are fulfilleda necessary condition is not mentioned hereSee section 10.7Which of the following is not a common type of affiliate?CCashback websiteComparison websiteSocial network siteDiscount websiteMobile publishersSee section 10.7Affiliate networks…Aconnect ecommerce websites (merchants) to affiliatesis a synonym for social networksare websites with affiliate listingsopen for affiliates onlyconnect affiliates and physical shopsSee section 10.7A type of paid advertising usually paid on a commission per sales basis is described as...DPaid Search AdvertisingPaid Social AdvertisingSearch Engine OptimisationAffiliate MarketingDisplay AdvertisingSee section 10.7Which of the following is the best to measure in order to evaluate the effectiveness of digital paid advertising?DNumber of newsletter subscriptionsVolume of sales Number of users navigating to contact pageDepends on specific campaign goalsNumber of registered usersSee section 10.8The goal of a paid advertising campaign is to increase traffic to the website. Which of the following would be a good KPI to evaluate the effectiveness of your campaign?CEngagement with your adImpressions generated by the adClicks on the adQuality score of the adPage rank of your websiteSee section 10.8The goal of a paid advertising campaign is to increase subscriptions to a newsletter. Which of the following could be a good KPI to evaluate the effectiveness of your campaign?CClicks on the adRevenueConversionsCost per clickQuality score of the adSee section 10.8Which of the following tools would not enable you to evaluate the effectiveness of your paid advertising campaign?DNative paid advertising management toolsGoogle AnalyticsIntegrated CRM systemGoogle TrendsNone of the aboveSee section 10.8What metod is the best way to measure the effectiveness of a paid advertising campaign?AThrough comparison of financial investment into paid activities and the completions of expected actionsBy measuring the rate of conversions specific to your call to actionBy measuring the sales volume generatedThrough comparison of sales volume generated to overall sales of the businessAll of the above.See section 10.8You are using paid advertising to sell e-books and by monitoring the campaigns, you notice that return on ad spend is increasing. What should you do?DLimit the budget of campaignsLimit the advertising timeStop campaigns immediatelyNo action is neededIncrease production to satisfy the demandSee section 10.8 ................
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