Tuesday, September 3, 2019

Advertise on other websites

Question 1 If you own a film blog, which type of customer can you expect to reach with display advertising?
A People who use ad-blockers and are interested in your subject
B People who haven't read your blog before but are interested in your subject
C Only people who have read your blog previously
D Only people interested in films and movies
Note: Display ads can be used to get in front of any targeted audience using an array of platforms. You can target people who haven't found your website yet, but that have an interest in film or the types of things you write about.

Question 2 Fill in the blank: The ads on search engines are usually made up of ________.
A Audio
B Video
C Text
D Images
Note: Search ads are primarily text-based. A standard text ad for Google or Bing includes: A headline A display URL (i.e. your main URL) The destination URL (i.e. your landing page) A brief description

Question 3 When using search engine marketing, where can your ads appear?
A Only on search engines
B Only on websites
C On search engines and websites
D On websites and social media
Note: With search engine marketing, your ad will only show when people are searching using a search engine. Once they've left the search engine and are continuing to browse other websites, you can't reach them with search engine marketing.

Question 4 When setting up display advertising campaigns, who can you target?
A People with specific names
B People who speak different languages
C People who already own specific products
D People with a specific address
Note: You can target your ads to appear in front of people who speak different languages. Language targeting allows you to choose the language of the sites you'd like your ads to appear on so you can be inclusive of other markets.

Saturday, August 24, 2019

Connect through email

Question 1 Which of the following will you need to start an email marketing programme?
A A collection of email templates
B A 'Contact Us' form
C A way to collect people's email addresses
D A set budget
Note: In order to start sending out emails, you'll need a way of collecting email addresses. For example, a signup form on your website so that people interested can be kept up to date through email.

Question 2 Which of the following is a common feature of email marketing platforms?
A Personalised, custom templates
B A free list of email addresses you can target
C A feature allowing users to unsubscribe from your emails
D Automation of your search ad campaigns
Note: Most email marketing platforms come with a link included in each email allowing the user to unsubscribe from your email marketing list. This gives your audience the option to opt-out if they don't want to receive your emails anymore and gives them control of how they consume your content.

Question 3 Which of these is a good practice to keep in mind when sending emails to your contacts?
A Run an A/B test on your subject line to determine which one works bes
B Send the same generic and simple message to your entire contact database
C Include enough content in the email so there is no need for them to click away to read further elsewhere
D Only include a call-to-action on the landing page you're linking to in the email
Note: Rather than taking the chance of your email not being opened, read, or even being blocked, it's good practice to run split testing on your email subject line. This way you can see which subject line is more successful and also further understand your customers' behaviour and interests.

Question 4 If the open rate of your emails seems low, which of the following could help you fix that?
A Redesign your website
B Change the colour of the buttons inside your email
C Send your emails to more contacts
D Adjust the subject line of your email
Note:If the open rate of your email is low try adjusting the subject line of the email. People get inundated with emails in their inbox so a subject line, being the first thing they see, needs to be enticing enough to get them to open that email amongst the countless others.

Question 5 Which of the following statements is true when it comes to running email campaigns for a business?
A There's no need to use sponsored ads within your email marketing
B There's no need for analytics when it comes to email marketing
C You need to include personal contact details D
You can use any imagery, despite copyright
Note: When running email marketing campaigns, there's no need to use sponsored ads within your email marketing. However, you should monitor the campaigns' success using analytics software. This will enable you to improve your campaigns by seeing what works best for your audience.

Make mobile work for you

Question 1 When considering how mobile users will search for your business, which types of keywords should you focus on?
A Long tail keywords
B Shorter keywords and phrases
C Longer keywords and phrases
D Exact match keywords
Note: People using mobile are more likely to shorten and simplify their search terms due to smaller screens and keyboard size. So concentrating on shorter keywords and phrases is best for this audience.

Question 2 Before running search ads, you should make sure your site is mobile-friendly. Which scenario best describes a mobile-friendly experience for a customer?
A The business has a mobile app instead of a website
B The site include business phone numbers
Video ads should be relevant and short in length to try and keep the viewer's full attention. As with other ads, they should include a CTA to achieve conversions from customers.
C The site works on different mobile devices
D The site does not include any videos so it loads quickly
Note: If a website isn't mobile-friendly, when mobile users click your search ads you'll be getting charged to send them to a poor website experience. To ensure a good customer experience, your website should work on different device types and sizes.

Question 3 Which of the following can be used to target an audience when using some social media ads?
A People's names
B People's address
C People's pet names
D People's relationship status
Note: Providing the information is available on their social profiles, businesses can target ad campaigns to people based on their relationship status. It is also possible to target by life events/milestones such as newly engaged and newlywed. This gives businesses the chance to tailor ads to their customers' lifestyles.

Question 4 When making video content for your display ads, what is most important to ensure?
A Videos are entertaining, long and include a CTA
B Videos are relevant, short and include a CTA
C Videos are relevant, long and include a URL
D Videos are short, informative and include a phone number
Note: Video ads should be relevant and short in length to try and keep the viewer's full attention. As with other ads, they should include a CTA to achieve conversions from customers.

Discover the possibilities of mobile

Question 1 When looking to ensure your website is easily accessible by mobile users, what should you focus on doing first?
A Redesign your website colour scheme
B Optimise your site
C Create a mobile app D
Shorten your website content
Note: Optimising a website for mobile can significantly improve the user's experience and satisfaction. Doing so can ensure the website can be viewed correctly on different devices, and that the shopping experience occurs smoothly.

Question 2 What does responsive design mean?
A Your visitors can manually adjust the size of your website
B Your website will adapt to suit whichever device it is being viewed on
C Your customers can provide feedback on the design of your site
D Your website will respond to clicks faster
Note: Having a responsive website design means the site is able to adapt to whatever device it is being viewed on. This is important as it helps cater to site visitors on a variety of devices and help improve your overall quality score.

Question 3 When it comes to optimising your website's SEO for mobile users, which of the following is a crucial factor to keep in mind?
A Short content and fewer images
B Performance and usability
C Usability and short content
D Less video content
Note: Having a website that loads quickly, is easy to navigate on mobile and caters to multiple device types, contributes positively towards your quality score for mobile SEO.

Question 4 What can a business use to send messages to users who have already downloaded their app?
A Text messages
B Pull notifications
C Push notifications
D Email notifications
Note: Push notifications generate a pop-up on a mobile device with a message or call to action from the publisher. Users don't have to be in the app or using their devices to receive them.

Deep dive into social media

Question 1 A robust social media plan includes which of the following?
A A list of content that mimics competitor content
B All of your online business goals
C A long-term schedule identifying when to post content
D A list of friends who can post on the accounts
Note: Having a long-term schedule of posts and ideas in advance means you can free up more time to complete other tasks but still keep a consistent appearance on social.

Question 2 What is the best way to put your social content in front of people who don't already follow you?
A Increase your email marketing campaigns
B Ask people to share your content to their networks
C Use paid promotion to reach new audiences
D Put links to your social on your website
Note: Promoting your posts on social media enables you to target certain audiences that have not yet been exposed to your products or services. This means you can get in front of people who don't necessarily follow or are familiar with you yet.

Question 3 What can social media analytics tools help you measure when assessing campaign results?
A Whether the campaign was more successful than your competitors
B Whether the visitors liked the social campaigns or not
C Whether a visitor called the store after seeing a social post
D Whether the visitor clicked on a paid ad or organic listing
Note: Social media analytics can tell you if a site visitor clicked through from a paid ad or organic post. This information can then help you make informed decisions when building future marketing campaigns.

Question 4 Which of the following is a pitfall when using social media for business?
A 2-way conversation with customers
B Not being present on every social media platform
C Not having the resources to respond to comments and questions in a timely manner
D Spending too much time reviewing social media analytics
Note: Social media is a great platform to communicate directly with your customers. Making sure you have the resources to deal with comments, questions and complaints is a key consideration when setting up your social media profiles.

Sunday, August 18, 2019

Get noticed with social media

Question 1 Which of the following can businesses achieve by using social media?
A Attract new audiences
B Build a good reputation with customers
C Meet sales goals
D Increase traffic to their website
Note: Businesses can use social media to attract new customers by trialling different content types and extending their reach to different countries and interests.

Question 2 Fill in the blank: Businesses should focus on social media platforms with _______.
A The biggest reputation
B The most expected engagement
C A relevant audience
D The most users
Note: Businesses should aim to have a presence on the social media platforms their main audience uses regularly. Investing time into a platform with the wrong type of customers for your business, or no customers at all, is not a valuable use of time.

Question 3 Which of the following is an example of a social media goal?
A Acquire genuine reviews on products
B Drive more traffic to your store
C Develop one-way communication with customers
D Mimic your competition's approach
Note: Driving more traffic to your store would be beneficial to the growth of your business, and therefore would be a good social media goal to aim for. To achieve this, you can create engaging content with strong calls to action.

Question 4 Which details should you look to include on a business profile page on social media?
A Details about the CEO
B Link to a local listing site you're on
C Description of the business
D Cost of products and services
Note: Adding a business description to your profile page means that people can quickly identify your brand to confirm who you are. It helps current customers find you, and new audiences learn about you.

Help people nearby find you online

Question 1 Which of the following factors help search engines determine if your business is local?
A Location details on the website, quality content and how mobile friendly the website is
B Location details on the website, list of shops local to you and a contact form
C Quality content, list of local suppliers and location details
D Location GPS tags on photos, quality content and how mobile friendly the website is
Note: When search engines analyse a website they look for key pieces of information, such as your business address, to determine if you're local to the searching user. Other key factors include the quality of your content and how mobile friendly the site is.

Question 2 When looking to attract a local audience, why it is important to optimise your website and content for mobile users?
A Because local users tend to use their mobile devices when they're out of the house
B Because mobiles will replace desktop computers
C Because all online users browse on mobile devices these days
D Because marketing for mobile is more cost effective
Note: A large percentage of searches are performed on mobile devices when the user is on the move. In addition, advances in mobile voice search mean that local users look for local services using this technology. If your website isn't optimised for mobile it might not appear in the results or even put off a potential user due to poor usability.

Question 3 Which of the following can help you gain visibility in search engines?
A Adding relevant content that highlights the location of your business
B Including your address on your Twitter account
C Optimising your site for desktop devices only
D Adding a list of shops local to you on your website
Note: Including the location of your shop or service area of your business means that when search engines crawl your site, they can make sure you appear for the right search terms and under local search terms.