Traditional marketing methods are still widely used in today's commerce, thus it is just as dynamic as digital marketing.

True

False

One of digital marketing's greatest assets is that it allows the seller and the buyer to

Level the competition field

Communicate simultaneously

Guarantee value and benfits

Enhance technological advanacements

Social media channels guarantee marketers and consumers to constantly exchange what?

More likes to pages and posts

Increase friends and followers

Access to information and open-ended communication

All of the above

Jean-Pierre’s French bakery has a good following on Facebook with 5,000 people following his bakery’s Facebook page. Every weekend, Jean-Pierre reveals a new baked item special with a photo on Facebook. This weekend, his new item received 135 likes, thus Jean-Pierre can expect 135 orders of the new item to be sold this week. Is he wrong or correct to expect that and why?

What is the TRUE Brand Compass and briefly explain each aspect of it.

Archie began as an

online search engine for government use only

online database of archives for survey centers

online search tool for academic purposes only

online search engine for archived files and data

WebCrawler was the first search engine to

Index URLs

send out crawlers to scan the Internet

index web anchor text

send out crawlers to scan web links’ sub links

both (a) & (b)

both (c) & (d)

A search engine's operating system is called ?

Google vs. Yahoo. What did Yahoo do to lose its #1 position to Google, and what did Google do to earn itself the #1 position as the most used search engine? Explain.

Both print ads and SEO marketing campaigns have an expiration date.

True

False

Your SEO campaign for your owned news website successfully claimed the fifth (5th) rank on a Google’s SERP; how long can it stay on the Page 1 of the results for online users to see?

depends on which time zone a user is accessing the search engine

24/7 but only if seen from the same location as origin of the website

24/7 forever

24/7 but only if maintained by refreshing its content

A strategy that is seeks to gain high ranking on Google's first SERP as quickly as possible and with methods that are frowned upon by Google is called _______________.

There are seven (7) basic steps to take for a local business store in order to initiate a SEO campaign. Name the 7 steps and briefly explain each one.

The local organic search results may be found where on a Google's SERP?

Above the map

On the right side of the page

The bottom section of the page

Under the map

Organic search results on a Google SERP are typically found in the Ads section.

True

False

The search results below the map given by Google on its results page are called

3-toppers

3-pack

3-sponsorized

The bounce rate is

how many times the number of visitors bounce upwards

the rate of the time spent on a website, and leaving the website by users

the rate of the time that Google crawls and indexes a website

all of the above

Jeff’s website analytics indicate that he has had 500 unique visitors in the past three days and a bounce rate of 65%. Susan’s website’s analytics show that she has had just 250 unique visitors in the past three days and a bounce rate of 45%. Whose website is performing better and why?

If you were to build a website, what would be two ways for you to retain a plausible bounce rate?

A more refined mobile-friendly website is also called

reciprocal website

replied website

reassessed website

re-adjusted website

none of the above

An example of paid media is

Yelp Review

Facebook post

Television promotion

All of the above

An example of owned media is

Blog post

Radio promo spot

Wikipedia page

all of the above

An example of earned media is

Wikipedia page

Television promo spot

Facebook Ad

all of the above

Search Engine Optimization derives as a form of digital marketing from Search Engine Marketing

True

False

Which Google tool is the primary source for paid digital marketing?

Google Ads

Google AdTrends

Google AdInsights

Google AdWords

Google AdKeywords

None of the above

If you run an ad campaign with Google you are also capable of running the ad through YouTube.com (Links to an external site.)Links to an external site. and NYTimes.com (Links to an external site.)Links to an external site.

True

False

Google’s advertising tool uses a method called CPC, which allows a business to earn profit whenever a Google user clicks on that business's ad.

True

False

You are the head digital marketer for Nike and your assignment is to set up a paid ad using Google AdWords. You must make sure that your competition does not outbid you, and Nike provided you with a sizable budget.

You selected the keyword "best running shoes", which, according to Google, has an Average Monthly Searches between 10,000 to 100,000. The competition to bid for this keyword is set as High, and Google suggests its market price bid to be $0.61.

You decided to set your daily budget at $183; so what is the maximum number of clicks that your ad may receive?

150

250

300

350

400

After having learned the basics of search engine optimization and search engine marketing, which of the two would you select if you had to choose in order to promote your business online and why?

In the mid 1990s, what did AltaVista search engine offer that was unique and free to its users compared to ISPs such as AOL and Microsoft?

Browser

Personal website

Email

Internet connection