1. If an email recipient wishes to unsubscribe from a company’s emails, the…

1. If an email recipient wishes to unsubscribe from a company’s emails, the company
a. Should continue sending emails and allow the recipient to mark the emails as junk
b. Should make sure the recipient can easily unsubscribe
c. May help customers stay on the list for a more expanded set of emails
d. None of the above
2. True or False: Instagram has by far the youngest user base of all the popular social media platforms.
a. True
b. False
3. What should a company NOT do when handling negative posts on online review sites?
a. Downplay the reviewer’s experience
b. Try to understand the situation fully
c. Take responsibility where applicable
d. Point out what has been done to resolve the problem
4. Which is NOT true when it comes to the topic of targeting the right audience?
a. Placing ads on appropriate websites and apps is critical to effective online advertising
b. The better an advertiser can target the right audience, the more the advertiser is willing to pay for advertising
c. To find the right places to advertise online, advertisers begin by selecting general interests for their customers
d. Display ads often perform equally well on mobile devices and desktop computers
5. Paid and unpaid advertising are subcategories of
a. Direct traffic
b. Referral traffic
c. Search traffic
d. Both B and C
6. Ad Rank is based
a. Just on “winning” a location bid
b. Just on the ad’s Quality Score
c. On “winning” a location bid and on the ad’s Quality Score
d. None of the above
7. More detailed and context-specific ad targeting is becoming easier to achieve through
a. Look-alike audiences
b. Artificial intelligence
c. Mobile optimization
d. All of the above
8. True or False: Each appearance of an ad on the SERP counts as an impression, even if the searcher does not see the ad or click on it.
a. True
b. False
9. True or False: All tweets must contain a link.
a. True
b. False
10. ROAS and DDA are examples of
a. Metrics for navigation efficiency
b. Attribution tools for advertising efforts
c. KPIs for multiple-page website visits
d. Tests for click-through-rate percentages
11. Which of the following are calculated metrics for understanding analytical data?
a. Session and time on page
b. Entry and exit
c. Average session duration and page bounce rate
d. Revenue and revenue per session
12. True or False: Cookies placed on a visitor’s browser can include enough information to instruct an ad network which types of products a web user was interested in purchasing.
a. True
b. False
13. What, in concert with the conversion rate, determines if search ads are profitable?
a. Clicks
b. CTR
c. CPC
d. Cost
14. True or False: Email addresses should be obtained directly from consumers along with their permission to email them promotional messages.
a. True
b. False
15. True or False: Whereas certain white-hat techniques may provide a temporary improvement in rankings, they are unlikely to benefit a website long term.
a. True
b. False
16. True or False: Search engines discover the content on a website by following links to other pages.
a. True
b. False
17. Which of the following is an engagement metric?
a. Number of followers
b. Number of comments
c. Number of impressions
d. None of the above
18. For a retail website, the revenue per session KPI
a. Determines whether new traffic driven through additional advertising is profitable
b. Focuses on enticing shoppers to purchase higher-priced items during each sales transaction
c. Looks to increase the number of new sessions
d. Identifies the percentage of completed transactions
19. Managing a company’s email marketing requires actions on several fronts. The first task is
a. Content creation
b. List building
c. Scheduling
d. None of the above
20. True or False: A/B testing is used for Conversion Rate Optimization.
a. True
b. False
21. A page that is seen after one clicks on an ad is called a
a. Marketing page
b. Home page
c. Leader page
d. Landing page
22. True or False: “Good web design” is centered on the creation of aesthetically-pleasing designs.
a. True
b. False
23. True or False: In most cases, the only way publishers of media websites generate revenue is by charging advertisers to display ads on their sites.
a. True
b. False
24. Which of the following is true concerning the measures of acquisition?
a. The net likes/subscribers/followers metric is more useful than the total number of followers
b. The total number of likes/subscribers/followers is more useful than the net likes/subscribers/followers metric
c. The net likes/subscribers/followers metric does not indicate how effective