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Google Digital Marketing and E-commerce Professional Certificate • STUDY MODE

WEEKLY CHALLENGE 3

QUESTION 1 OF 59

Which of the following best describes brand equity?

The value customers attribute to a brand’s offerings when compared with similar products from another brandCorrect Answer

The number of customers that purchase a brand’s primary asset, like a product or service

How a company is perceived by the public

How a company communicates its values and culture

QUESTION 2 OF 59

Which of the following statements best describe how a company’s brand and marketing work together? Select all that apply.

A company’s brand identity changes with its marketing strategy.

A company’s marketing strategy defines its brand identity.

A company’s brand is the foundation for its marketing strategy.Correct Answer

A company’s marketing strategy can help a business build its brand.Correct Answer

QUESTION 3 OF 59

Fill in the blank When setting a digital marketing strategy, it)s important to learn about your customers and _____ before picking your channels.

manage customer relationships

allocate a budget

set meaningful goalsCorrect Answer

create marketing content

QUESTION 4 OF 59

What is a business goal?

A tactic that improves the impact of a business in the short-term

A tactic that improves the customer perception of a brand

A small, targeted objective that is specific to outreach activities

A big, long-term aim that has the potential to affect an entire companyCorrect Answer

QUESTION 5 OF 59

A company that makes a software product wants to grow their customer base. Which of the following is a specific marketing goal for this company?

To grow our customer base, we will increase lead generation, highlight our new product features, and increase our budget for mid-funnel activities. This will require an overall budget increase of 25% for marketing-related activities.

To make sure that we grow our customer base, we will increase lead generation and highlight our new product features by increasing our ad budget by 25%. We will also increase our budget for mid-funnel activities.

To support the goal of growing our customer base by 25%, we will increase lead generation by 40% over the next year. To generate leads, we will highlight our new product features through a 15% increase in our ad budget and a 20% increase for mid-funnel activities.Correct Answer

To support the goal of growing our customer base, we will increase lead generation in the coming months. To generate leads, we will highlight our new product features by increasing our ad budget and increasing our mid-funnel activities.

QUESTION 6 OF 59

Which of the following are examples of owned media? Select all that apply.

Paid social media ads

Video ads

EbooksCorrect Answer

WhitepapersCorrect Answer

QUESTION 7 OF 59

How does paid search compare to search engine optimization (SEO)?

Paid search produces results that last longer.

Paid search produces results that decrease website traffic.

Paid search produces results more quickly.Correct Answer

Paid search produces results more slowly.

QUESTION 8 OF 59

As part of a marketing project, a company reviews its social media performance including likes, shares, and follows. The marketing team communicates these results to leadership. Which one of the five pillars of social media marketing does this represent?

Strategy

Listening and engagement

Paid social media

Planning and publishing

Analytics and reportingCorrect Answer

QUESTION 9 OF 59

A brand wants to build and maintain relationships with potential and existing customers. To do that, they send emails with relevant, helpful content to a list of existing subscribers. What is this strategy called?

Email marketingCorrect Answer

Keyword research

Paid search

Social media marketing

QUESTION 10 OF 59

What is the difference between email segmentation and personalization?

Personalization is dividing email subscriber groups based on criteria; segmentation is customizing email content for individual subscribers.

Personalization is sending emails to subscribers to share information about a brand; segmentation is sending unwanted emails in bulk to a mass recipient list.

Segmentation is dividing email subscriber groups based on criteria; personalization is customizing email content for individual subscribers.Correct Answer

Segmentation is sending emails to subscribers to share information about a brand; personalization is sending unwanted emails in bulk to a mass recipient list.

QUESTION 11 OF 59

Consider the following scenario To build better relationships with their email subscribers, a business updates how they send email They address recipients directly, send event promotions, and follow up on previous interactions. They also decide to send emails to groups of subscribers based on location. What email marketing techniques is this business using?

Personalization and segmentationCorrect Answer

Paid social media and spam

Customization and personalization

Spam and customization

QUESTION 12 OF 59

Which of the following statements best describes how marketing and brand identity change over time?

Marketing efforts change; brand identity is permanent.Correct Answer

Marketing efforts are permanent; brand identity changes.

Marketing efforts and brand identity are both permanent.

Marketing efforts and brand identity are both likely to change.

QUESTION 13 OF 59

Which of the following are examples of earned media? Select all that apply.

Social media accounts

Paid search ads

Positive press coverageCorrect Answer

Written reviewsCorrect Answer

QUESTION 14 OF 59

An independent food truck vendor wants to grow their customer base. Which of the following is a specific business goal for this company?

We want to increase the number of customers that we serve each year to increase our year-over-year revenue. To do that, we will sell more meals and make it easier for customers to pay.

We want to increase our total number of customers this year. To do that, we will introduce more menu items and make it easier for customers to pay for their orders.

We want to increase our number of customers by 50% over the next 12 months. To do that, we will add two popular specials as standard menu items and introduce an efficient mobile payment kiosk.Correct Answer

We want to increase the number of meals we sell.

QUESTION 15 OF 59

What are the disadvantages of paid search? Select two.

Paid search does not work well with organic search.

Paid search results take a long time to create an impact.

Paid search can have higher entry costs to start.Correct Answer

Paid search results disappear when a business stops paying for them.Correct Answer

QUESTION 16 OF 59

Imagine that a business tailors its email marketing content to deliver an individualized experience for subscribers. What is this process called?

Segmentation

Brand building

Social listening

PersonalizationCorrect Answer

QUESTION 17 OF 59

To support an email marketing strategy, a business decides to personalize the email content they share with their list of subscribers. Which of the following strategies should they use? Select all that apply.

Serve ads to highly specific customer groups

Follow up on previous interactionsCorrect Answer

Send promotions for special eventsCorrect Answer

Address each recipient directlyCorrect Answer

Send messages that match where customers are in the marketing funnelCorrect Answer

QUESTION 18 OF 59

Fill in the blank When setting a digital marketing strategy, it)s important to _____ and set meaningful goals before picking your channels.

plan ad campaigns

Research your audienceCorrect Answer

create digital marketing content

run digital ad campaigns

QUESTION 19 OF 59

Which of the following best describes email marketing?

Sending emails to many recipients regardless of their interests

Sending emails with claims that are too good to be true

Sending unwanted emails out in bulk to a mass recipient list

Sending emails to a list of existing subscribers with relevant, helpful contentCorrect Answer

QUESTION 20 OF 59

A brand decides to use email marketing as part of their digital marketing strategy. What will email marketing help this business do? Select all that apply.

Analyze performance

Drive salesCorrect Answer

Share informationCorrect Answer

Create communityCorrect Answer

QUESTION 21 OF 59

Which of the following best describes a brand?

How a company communicates its values and culture

How a company is perceived by the publicCorrect Answer

How much customers are willing to pay for a company’s products

How a company markets its primary asset, like a product or service

QUESTION 22 OF 59

How can a marketer use what they learn in the initial planning stage to establish a strong digital marketing strategy? Select all that apply.

Analyze marketing campaign analytics and reporting

Decide how to allocate the budgetCorrect Answer

Review existing media to identify gapsCorrect Answer

Figure out which channels to focus on and what content to runCorrect Answer

QUESTION 23 OF 59

Imagine that a fashion company wants to reach new customers. They write the following goal “We want to grow our customer base by 10% in the next 12 months. To do that, we will introduce a new clothing line based on market research about the preferences of our new target customer.” What type of goal is this?

Customer goal

Revenue goal

Marketing goal

Business goalCorrect Answer

QUESTION 24 OF 59

Which of the following are examples of paid media? Select all that apply.

Website content

Blog content

Video adsCorrect Answer

Shopping adsCorrect Answer

QUESTION 25 OF 59

Fill in the blank Organic exposure from search engine optimization (SEO) _____.

produces results more quickly than paid search

promotes a website at the top of a search results page

lasts longer than paid searchCorrect Answer

lasts for less time than paid search

QUESTION 26 OF 59

Imagine that a company posts new content on its social media channels. Next, they want to find out how customers feel about their business. The company can then decide how to respond. Which one of the five pillars of social media marketing does this represent?

Analytics and reporting

Strategy

Planning and publishing

Paid social media

Listening and engagementCorrect Answer

QUESTION 27 OF 59

Imagine two identical products one is a name brand and the other is a store brand. Which term describes how much more customers are willing to pay for the name brand than the store brand?

Brand equityCorrect Answer

Asset value

Company worth

Financial worth

QUESTION 28 OF 59

A company that makes a software product wants to grow their customer base. Which of the following is a specific business goal for this company?

We want to increase our company profits.

We want to increase our number of active customers by 25% over the next year. To do that, we will add three new features that make it easier for customers to access files on the cloud.Correct Answer

We want to increase year-over-year revenue by selling more units of our software product to more customers in new market segments.

We want to increase the number of customers that purchase our software, and we want to create year-over-year growth for our product in new markets.

QUESTION 29 OF 59

What term describes the way a company is perceived by the public?

BrandCorrect Answer

Company worth

Brand equity

Financial worth

QUESTION 30 OF 59

Why is it important to know about brands and their values?

It reduces costs.

It improves your products.

It promotes your services.

It guides marketing and sales efforts.Correct Answer

QUESTION 31 OF 59

Fill in the blank When setting a digital marketing strategy, it's important to learn about your customers and _____ before picking your channels

allocate a budget

manage customer relationships

create marketing content

set meaningful goalsCorrect Answer

QUESTION 32 OF 59

What is a big, long-term aim that has the potential to affect an entire company?

Customer goal

Revenue goal

Business goalCorrect Answer

Marketing goal

QUESTION 33 OF 59

What is paid media?

Website content, blogs, and eBooks

All the digital content a brand fully controls

Any form of digital promotion a brand pays to put onlineCorrect Answer

Positive digital exposure generated through personal or public recommendations.

QUESTION 34 OF 59

A brand wants to build and maintain relationships with new and existing customers. To do that, they send emails with relevant, helpful content to a list of existing subscribers. What is this strategy called?

Social media marketing

Email marketingCorrect Answer

Paid search

Keyword research

QUESTION 35 OF 59

Which of the following refers to marketing and brand identity? Select all that apply.

A brand is the foundation of a successful digital marketing strategy, but digital marketing can also affect public perception of your brandCorrect Answer

You can have one without the other.

Marketing efforts are permanent; brand identity changes

Marketing efforts change, and brand identity is permanentCorrect Answer

QUESTION 36 OF 59

When setting a digital marketing strategy, what should you do before picking your channels?

Learn about your customers and set a budgetCorrect Answer

Send emails to customers

Create ads

Select items for a promotional campaign

QUESTION 37 OF 59

What is a marketing goal?

A set of objectives that remain consistent in the long term

A tactic that results in increased productivity for a business

A small, targeted objective that is specific to marketing activitiesCorrect Answer

A big, long-term aim that has the potential to affect an entire company.

QUESTION 38 OF 59

A travel business wants to increase its number of active customers by 10% over the next six months. To do that, they will add new features that make it easier for customers to book a trip online. What type of goal is this?

Product goal

Business goal

Customer service goalCorrect Answer

Marketing goal

QUESTION 39 OF 59

Fill in the blank The exposure you get from good _____ can last much longer than paid ads.

Organic reach

SEOCorrect Answer

Videos

Keywords

QUESTION 40 OF 59

A business owner grows their email lists by linking ads to email sign-up forms. They contact customers directly and inform them about special promotions. Which one of the five pillars of social media marketing does this represent?

Paid social mediaCorrect Answer

Strategy

Publishing

Listening

Reporting

QUESTION 41 OF 59

What helps brands avoid coming across as spammers? Select all that apply.

Email personalizationCorrect Answer

Paid ads

Email segmentationCorrect Answer

Bulk emails

QUESTION 42 OF 59

Fill in the blank When brands _____ their lists, it makes it easier to build relationships with customers.

spend less on

SegmentCorrect Answer

spam

ignore

QUESTION 43 OF 59

A business wants to follow up on a customer’s recent interactions. Which of the following could they include in an email?

Urge them to order soon

Share information about the business’s history

Ask a customer to share their opinion on their recent purchasesCorrect Answer

Offer them a discount for a product they didn't order

QUESTION 44 OF 59

What term describes the value customers give to a brand’s offerings when compared with similar products from another brand?

Financial worth

Brand

Brand equityCorrect Answer

Company worth

QUESTION 45 OF 59

Imagine that a company invests in its marketing strategy but does not have a strong brand identity. What is the likely result?

Customers will not seek out a company’s competitors.

Customers will not remember who the company is.Correct Answer

Customers will remain loyal to the company.

Customers will prefer the company to its competitors.

QUESTION 46 OF 59

Fill in the blank Your business goals and your marketing goals need to be specific and _____.

simple

expensive

long term

MeasurableCorrect Answer

QUESTION 47 OF 59

An independent food truck vendor wants to grow its customer base. Which of the following is a specific business goal for this company?

We want to increase our total number of customers this year. To do that, we will introduce more menu items and make it easier for customers to pay for their orders.

We want to increase the number of meals we sell.

We want to increase the number of customers that we serve each year to increase our year-over-year revenue. To do that, we will sell more meals and make it easier for customers to pay.

QUESTION 48 OF 59

A marketer is considering the pros and cons of paid search. Which of the following is an advantage of paid search ads?

It produces results quickly.Correct Answer

They don’t disappear when you stop paying for them.

It lasts longer than SEO.

It produces results slowly.

QUESTION 49 OF 59

As part of a marketing project, a company clarifies who their audience is and which social platforms to use. Which one of the five pillars of social media marketing does this represent?

Paid social media

Planning and publishing

Listening and engagement

Analytics and reporting

StrategyCorrect Answer

QUESTION 50 OF 59

A brand decides to use email marketing as part of its digital marketing strategy. What will email marketing help this business do? Select all that apply.

Analyze performance

Drive salesCorrect Answer

Create communityCorrect Answer

Share informationCorrect Answer

QUESTION 51 OF 59

Fill in the blank A _____ is the foundation of a successful digital marketing strategy.

budget

product

BrandCorrect Answer

customer

QUESTION 52 OF 59

To support the goal of growing its customer base by 30%, an electronics business will increase its lead generation by 35% over the next six months. To generate leads, they will highlight new product features with a 10% increase in ad budget. What type of goal is this?

Business goal

Marketing goalCorrect Answer

Product goal

Customer service goal

QUESTION 53 OF 59

Which of the following best describes how organic exposure from search engine optimization (SEO) compares to paid search?

Organic exposure from SEO produces results more quickly than paid search.

Organic exposure from SEO promotes a website at the top of a search results page like paid search does.

Organic exposure from SEO lasts for less time than paid search.

Organic exposure from SEO lasts longer than paid search.Correct Answer

QUESTION 54 OF 59

What do you call unwanted emails sent to a mass recipient list?

Email marketing

SpamCorrect Answer

Subscriber messages

Junk marketing

QUESTION 55 OF 59

What can businesses do to personalize their emails to customers? Select all that apply.

Follow up on previous interactionsCorrect Answer

Run a different email for every single subscriber

Send promotions for special events like birthdays and holidaysCorrect Answer

Avoid asking customers for their opinion

QUESTION 56 OF 59

Which of the following factors can influence a brand? Select all that apply.

CultureCorrect Answer

Design elementsCorrect Answer

Products

ValuesCorrect Answer

QUESTION 57 OF 59

Which of the following describe spam? Select all that apply.

Emails sent to many recipients regardless of their interestsCorrect Answer

Emails with claims that are too good to be trueCorrect Answer

Unwanted emails sent out in bulk to a mass recipient listCorrect Answer

Emails sent to a list of existing subscribers with relevant, helpful content

QUESTION 58 OF 59

Which term describes how much more customers are willing to pay for a name brand than a store brand?

Brand equityCorrect Answer

Financial worth

Asset value

Company worth

QUESTION 59 OF 59

What are the disadvantages of paid search? Select all that apply.

Paid search results take a long time to create an impact.

Paid search can have higher entry costs to start.Correct Answer

Paid search results disappear when a business stops paying for them.Correct Answer

Paid search does not work well with organic search.

Ready to test your recall?

Which of the following best describes brand equity?

The value customers attribute to a brand’s offerings when compared with similar products from another brand

The number of customers that purchase a brand’s primary asset, like a product or service

How a company is perceived by the public

How a company communicates its values and culture

How confident are you in this answer?

WEEKLY CHALLENGE 3

Which of the following best describes brand equity?

Which of the following statements best describe how a company’s brand and marketing work together? Select all that apply.

Fill in the blank When setting a digital marketing strategy, it)s important to learn about your customers and _____ before picking your channels.

What is a business goal?

A company that makes a software product wants to grow their customer base. Which of the following is a specific marketing goal for this company?

Which of the following are examples of owned media? Select all that apply.

How does paid search compare to search engine optimization (SEO)?

As part of a marketing project, a company reviews its social media performance including likes, shares, and follows. The marketing team communicates these results to leadership. Which one of the five pillars of social media marketing does this represent?

A brand wants to build and maintain relationships with potential and existing customers. To do that, they send emails with relevant, helpful content to a list of existing subscribers. What is this strategy called?

What is the difference between email segmentation and personalization?

Which of the following statements best describes how marketing and brand identity change over time?

Which of the following are examples of earned media? Select all that apply.

An independent food truck vendor wants to grow their customer base. Which of the following is a specific business goal for this company?

What are the disadvantages of paid search? Select two.

Imagine that a business tailors its email marketing content to deliver an individualized experience for subscribers. What is this process called?

To support an email marketing strategy, a business decides to personalize the email content they share with their list of subscribers. Which of the following strategies should they use? Select all that apply.

Fill in the blank When setting a digital marketing strategy, it)s important to _____ and set meaningful goals before picking your channels.

Which of the following best describes email marketing?

A brand decides to use email marketing as part of their digital marketing strategy. What will email marketing help this business do? Select all that apply.

Which of the following best describes a brand?

How can a marketer use what they learn in the initial planning stage to establish a strong digital marketing strategy? Select all that apply.

Which of the following are examples of paid media? Select all that apply.

Fill in the blank Organic exposure from search engine optimization (SEO) _____.

Imagine that a company posts new content on its social media channels. Next, they want to find out how customers feel about their business. The company can then decide how to respond. Which one of the five pillars of social media marketing does this represent?

Imagine two identical products one is a name brand and the other is a store brand. Which term describes how much more customers are willing to pay for the name brand than the store brand?

A company that makes a software product wants to grow their customer base. Which of the following is a specific business goal for this company?

What term describes the way a company is perceived by the public?

Why is it important to know about brands and their values?

Fill in the blank When setting a digital marketing strategy, it&#39;s important to learn about your customers and _____ before picking your channels

What is a big, long-term aim that has the potential to affect an entire company?

What is paid media?

A brand wants to build and maintain relationships with new and existing customers. To do that, they send emails with relevant, helpful content to a list of existing subscribers. What is this strategy called?

Which of the following refers to marketing and brand identity? Select all that apply.

When setting a digital marketing strategy, what should you do before picking your channels?

What is a marketing goal?

A travel business wants to increase its number of active customers by 10% over the next six months. To do that, they will add new features that make it easier for customers to book a trip online. What type of goal is this?

Fill in the blank The exposure you get from good _____ can last much longer than paid ads.

A business owner grows their email lists by linking ads to email sign-up forms. They contact customers directly and inform them about special promotions. Which one of the five pillars of social media marketing does this represent?

What helps brands avoid coming across as spammers? Select all that apply.

Fill in the blank When brands _____ their lists, it makes it easier to build relationships with customers.

A business wants to follow up on a customer’s recent interactions. Which of the following could they include in an email?

What term describes the value customers give to a brand’s offerings when compared with similar products from another brand?

Imagine that a company invests in its marketing strategy but does not have a strong brand identity. What is the likely result?

Fill in the blank Your business goals and your marketing goals need to be specific and _____.

An independent food truck vendor wants to grow its customer base. Which of the following is a specific business goal for this company?

A marketer is considering the pros and cons of paid search. Which of the following is an advantage of paid search ads?

As part of a marketing project, a company clarifies who their audience is and which social platforms to use. Which one of the five pillars of social media marketing does this represent?

A brand decides to use email marketing as part of its digital marketing strategy. What will email marketing help this business do? Select all that apply.

Fill in the blank A _____ is the foundation of a successful digital marketing strategy.

To support the goal of growing its customer base by 30%, an electronics business will increase its lead generation by 35% over the next six months. To generate leads, they will highlight new product features with a 10% increase in ad budget. What type of goal is this?

Which of the following best describes how organic exposure from search engine optimization (SEO) compares to paid search?

What do you call unwanted emails sent to a mass recipient list?

What can businesses do to personalize their emails to customers? Select all that apply.

Which of the following factors can influence a brand? Select all that apply.

Which of the following describe spam? Select all that apply.

Which term describes how much more customers are willing to pay for a name brand than a store brand?

What are the disadvantages of paid search? Select all that apply.

Ready to test your recall?

Fill in the blank When setting a digital marketing strategy, it's important to learn about your customers and _____ before picking your channels