Skills Assessment Marketing Superstar

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Claire’s business goal is to generate online sales of her handmade soaps. Her AdWords costs are $100 per week and she wants to know if her advertising investment is paying off. What additional information do you need in order to calculate her return on investment (ROI)?

A. Number of clicks on her ads and costs to produce her soaps

B. How many times her ads have been viewed and clicked on

C. Number of clicks on her ads and revenue they generated

D. Costs to produce her soaps and revenue generated from her ads

E. I have no idea

When running a campaign for a car hire company where the goal is to maximise value from your budget, how would you set your keywords?

A. Broad Match airport car rental

B. Phrase Match 'airport car rental'

C. Near Broad Match + airport car rental

D. Exact Match (airport car rental)

E. I have no idea

As a marketing manager you get requests to add conversion tracking codes to the website. You want to use Google Tag Manager. What would be the best practice to set up a Google Tag Manager account?

A. Create an account for the company

B. Create an account for every person who will have access to Analytics

C. Create an account for every site you want to track

D. Create an account for every Analytics view

E. I have no idea

Josh has recently invested in making his website mobile friendly and wants to target his Google Search Ads to people based on the device they are using. However, he doesn’t know how his campaign performs on different devices. What is the way for Josh to find meaningful data that will help him decide which device to target?

A. Experiment to test which device to target

B. Create multiple campaigns that target different devices and monitor the results

C. Segment the campaign statistics by device

D. Segment the campaign statistics by device

E. I have no idea

The open rates on Sandra’s newsletter campaign have been dropping over the last few months. Sandra wants to target people who have subscribed to her newsletter via Facebook ads. Which of the following can't she do with Custom Conversion targeting people who have subscribed to her newsletter from her website?

A. Set a conversion value

B. Optimize for that conversion

C. Target those who perform that conversion

D.Track that conversion

E.I have no idea

Which of the following does clicking the "Boost" button NOT allow you to do?

A. Target fans

B. Select a pixel for conversion tracking

C. Create a manual bid

D. Choose the location of your audience

E.I have no idea

In the context of paid Display Advertising, what number does the term CPM refer to?

A. Cost Per Thousand

B. Cost Per Hundred

C. Cost Per Million

D. Cost Per Click

E. I have no idea

If you wish to track metrics and dimensions in Google Analytics, which of these tags could you use?

A. AdWords Conversion Tracking tag

B. AdWords Remarketing tag

C. Google Analytics Pageview tag

D. DoubleClick Floodlight counter tag

An upmarket fashion brand wants to increase its online sales. They already have an existing database and social media following. Do you...

A. Create a seasonal fashion trends lookbook

B. Send an EDM with fashion tips

C. Get a celebrity endorsement

D. Use Social Media Ads

E. Do a Google Shopping campaign

F. I have no idea

Your e-business wants to generate sales rapidly and to be known as the go-to in their industry in the long run. Which of the following options would give you immediate sales, with long-term results?

A. Search Engine Marketing (PPC) + Email Marketing

B. Email Marketing + Social Media Advertising

C. Search Engine Marketing (PPC) + Social Media Advertising

D. Search Engine Marketing (PPC) + Search Engine Optimisation (SEO)

E. I have no idea

You are a pet photographer based in Sydney and would like to optimise your website for the word 'pet photographer'. What is the best way on how to use the keyword 'pet photographer' to optimise your website for better rankings?

A. Use the exact word 'pet photographer Sydney' in your copy a few times

B. Use keywords which include 'pet photography' 'pet shots' and 'pet photos' along with the word 'pet photographer'

C. Use the words 'pet photographer' and 'Sydney' a few times in your copy.

D. Use the word 'pet photographer Sydney' at least once and words like 'pet photography' and 'photos with your pet'.

E. I have no idea

Which of the following is true if you want to schedule Facebook ads to run at only certain times and on certain days of the week?

A. You must pause and start your ad regularly to be sure this happens

B. You must use daily budgeting

C. You must use lifetime budgeting

D. This isn't possible with Facebook ads

E. I have no idea

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