D377 - Digital Marketing Foundations
Exam UPDATED ACTUAL QUESTIONS
AND CORRECT ANSWERS
Inbound links - CORRECT ANSWER These are incoming hyperlinks to a website
from another website. Also called back links.
Campaign - CORRECT ANSWER A cluster of ad groups that share settings such as
location and budget. Campaigns are used to organize the categories of products or services an
organization offers.
Outbound links - CORRECT ANSWER These are hyperlinks on a website that direct a
website visitor to another specific website or web page.
Touchpoints - CORRECT ANSWER A point of contact between a business and its
customers.
Engagement - CORRECT ANSWER The process of encouraging potential customers
to interact with your marketing campaign, with the goal of building an ongoing relationship.
Click-through rate (CTR) - CORRECT ANSWER The percentage of visitors who click
on one or more of the links on a given web page. It is the number of users who click on a
specific link, divided by the total number of users who view a page, email, or advertisement.
Conversions - CORRECT ANSWER A marketing strategy that uses a call to action to
encourage a potential customer to take a desired action, such as downloading product
information or making a purchase.
Cost-per-impression - CORRECT ANSWER An online advertising model where an ad
is automatically displayed on a search results page after a user has conducted a keyword
search. For Display Network ads, cost-per-thousand impressions (CPM, the M is Latin for
one thousand) is used to bid on 1000 ad views.
, Quality score - CORRECT ANSWER (QS) A measure of how relevant keywords, ads,
and landing pages are to searchers. This score also provides a snapshot of how well
keywords, ads, and landing pages are performing. Three elements that affect the QS: the
expected click-through rate, ad relevance, and landing page experience.
Lifetime customer value (LCV) - CORRECT ANSWER A metric that predicts the total
profit that a company will realize during the entire course of its relationship with a customer.
Also called LTV.
Search engine optimization (SEO) - CORRECT ANSWER This includes all of the
processes used to ensure that a website obtains the most visitors by being ranked higher on
the list of a search engine's results, or SERP.
Return on ad spend (ROAS) - CORRECT ANSWER The return on ad spend is used to
measure the profitability and effectiveness of an ad campaign. It is defined as revenue /
expenses.
Paid search - CORRECT ANSWER A type of advertising where advertisements are
displayed along with the listings of a search engine or a partner site after a user conducts a
web search. Pay-per-click is one type of paid search.
Key performance indicator (KPI) - CORRECT ANSWER A metric used to evaluate the
performance of a business process of business strategy, an information system, or a software
tool (like a web analytics software solution).
Cost-per-conversion - CORRECT ANSWER The costs to acquire a conversion. This is
the overall cost of a campaign divided by the number of visitors or users who take a desired
action.
Long tail keywords - CORRECT ANSWER These are search phrases that are very
specific to a product, service, or niche and generally consist of 3 or more words, a head word
that is searched for more frequently, and a tail of modifiers.
Exam UPDATED ACTUAL QUESTIONS
AND CORRECT ANSWERS
Inbound links - CORRECT ANSWER These are incoming hyperlinks to a website
from another website. Also called back links.
Campaign - CORRECT ANSWER A cluster of ad groups that share settings such as
location and budget. Campaigns are used to organize the categories of products or services an
organization offers.
Outbound links - CORRECT ANSWER These are hyperlinks on a website that direct a
website visitor to another specific website or web page.
Touchpoints - CORRECT ANSWER A point of contact between a business and its
customers.
Engagement - CORRECT ANSWER The process of encouraging potential customers
to interact with your marketing campaign, with the goal of building an ongoing relationship.
Click-through rate (CTR) - CORRECT ANSWER The percentage of visitors who click
on one or more of the links on a given web page. It is the number of users who click on a
specific link, divided by the total number of users who view a page, email, or advertisement.
Conversions - CORRECT ANSWER A marketing strategy that uses a call to action to
encourage a potential customer to take a desired action, such as downloading product
information or making a purchase.
Cost-per-impression - CORRECT ANSWER An online advertising model where an ad
is automatically displayed on a search results page after a user has conducted a keyword
search. For Display Network ads, cost-per-thousand impressions (CPM, the M is Latin for
one thousand) is used to bid on 1000 ad views.
, Quality score - CORRECT ANSWER (QS) A measure of how relevant keywords, ads,
and landing pages are to searchers. This score also provides a snapshot of how well
keywords, ads, and landing pages are performing. Three elements that affect the QS: the
expected click-through rate, ad relevance, and landing page experience.
Lifetime customer value (LCV) - CORRECT ANSWER A metric that predicts the total
profit that a company will realize during the entire course of its relationship with a customer.
Also called LTV.
Search engine optimization (SEO) - CORRECT ANSWER This includes all of the
processes used to ensure that a website obtains the most visitors by being ranked higher on
the list of a search engine's results, or SERP.
Return on ad spend (ROAS) - CORRECT ANSWER The return on ad spend is used to
measure the profitability and effectiveness of an ad campaign. It is defined as revenue /
expenses.
Paid search - CORRECT ANSWER A type of advertising where advertisements are
displayed along with the listings of a search engine or a partner site after a user conducts a
web search. Pay-per-click is one type of paid search.
Key performance indicator (KPI) - CORRECT ANSWER A metric used to evaluate the
performance of a business process of business strategy, an information system, or a software
tool (like a web analytics software solution).
Cost-per-conversion - CORRECT ANSWER The costs to acquire a conversion. This is
the overall cost of a campaign divided by the number of visitors or users who take a desired
action.
Long tail keywords - CORRECT ANSWER These are search phrases that are very
specific to a product, service, or niche and generally consist of 3 or more words, a head word
that is searched for more frequently, and a tail of modifiers.
