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

WEEKLY CHALLENGE 1

QUESTION 1 OF 52

How does a marketer set a performance goal for a marketing campaign?

Determine the ratio of revenue generated to the amount spent on advertising.

Confirm where, when, and how often an ad will appear across media channels

Choose the appropriate media for the marketing budget.

Establish a target with a measurable, numeric value.Correct Answer

QUESTION 2 OF 52

Which of the following describes the relationship between a key performance indicator (KPI), a marketing goal, and a business goal?

A KPI is a specific objective in a marketing plan that informs marketing and business goals.

A KPI is an aim, achievement, or outcome for a business that informs marketing and business goals.

A KPI is a measurement used to gauge how successful a business is in its effort to reach a business or marketing goal.Correct Answer

A KPI is a process used to establish business goals and marketing goals.

QUESTION 3 OF 52

Fill in the blank In marketing, the return on ad spend (ROAS) is the ratio of _____.

revenue generated to the number of new customers engaged

revenue generated to the amount spent on advertisingCorrect Answer

count of total sales to the count of total ad clicks

count of campaign-level goals to the revenue generated from ads

QUESTION 4 OF 52

Imagine that a marketer is developing a digital media plan, and they ask “Which channels will get the most out of my budget?” What part of a marketing plan does this describe?

Campaign duration

Target audience

Performance goals

Media mixCorrect Answer

Key performance indicators

QUESTION 5 OF 52

Consider the following scenario Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $250 USD in advertising to sell 7 units of a $100 USD product. They apply the formula to calculate return on ad spend (ROAS). What is this marketer’s ROAS?

(7 x 100) / 250 = 2.8Correct Answer

(7 x 7) / 250 = .20

(7 x 7) / 100 = 0.49

(100 x 100) / 250 = 40

QUESTION 6 OF 52

What is an A/B test?

A process for aligning business goals and marketing goals.

A formula to calculate the return on ad spend (ROAS).

A method to help determine the budget for a digital media campaign.

An online test of two variants to determine the better performing option.Correct Answer

QUESTION 7 OF 52

What is the difference between a micro conversion and a macro conversion?

A macro conversion collects metrics from both websites and mobile apps. A micro conversion collects metrics from websites only.

A macro conversion is the act of assigning credit for conversions. A micro conversion is typically a completed purchase transaction.

A macro conversion is a series of actions that indicate a customer will likely make a purchase. A micro conversion is the act of assigning credit for conversions.

A macro conversion is typically a completed purchase transaction. A micro conversion is a completed response that indicates a customer is moving towards a macro conversion.Correct Answer

QUESTION 8 OF 52

How can predictive analytics help marketing teams? Select all that apply.

Low-performing aspects of a campaign can be identified immediately.

Historical data can be used to predict what might happen in the future.Correct Answer

Optimal pages or ads may be identified without performing an A/B test.Correct Answer

Models based on browsing histories can be used to find the right audience for a campaign.Correct Answer

QUESTION 9 OF 52

Fill in the blank To control costs of pay-per-click (PPC) advertising, you can manage the cost per click (CPC) on a per-campaign basis by _____.

assigning credit for conversions from PPC ads

increasing the budget allocated for each conversion

allocating more budget to the PPC campaigns that are the highest priorityCorrect Answer

testing additional ads in the PPC campaigns that are lower priority

QUESTION 10 OF 52

A business decides to create a digital media plan. As part of the process, they clarify what the campaign should achieve and align this with higher-level marketing and business objectives. What media planning step does this describe?

Determine how much budget to spend across each media channel.

Select the media channels.

Determine and document all media plan items.

Define the campaign goals.Correct Answer

QUESTION 11 OF 52

Imagine that a marketer is developing a specific campaign in a media plan and they set a target with a measurable, numeric value. What does this describe?

A media mix

A business goal

A marketing goal

A performance goalCorrect Answer

QUESTION 12 OF 52

What is the formula for the return on ad spend (ROAS)?

(total revenue x ad spend) / number of units sold

(number of units sold x ad spend) / cost per unit

(ad spend x cost per unit) / number of ad clicks

(number of units sold x cost per unit) / ad spendCorrect Answer

QUESTION 13 OF 52

Imagine that a marketer is developing a digital media plan, and they ask “How long will the campaign run?” What part of a marketing plan does this describe?

Campaign durationCorrect Answer

Performance goals

Key performance indicators

Target audience

Media mix

QUESTION 14 OF 52

What do attribution projects organize? Select all that apply.

User monetization

User demographics

Macro conversionsCorrect Answer

Micro conversionsCorrect Answer

QUESTION 15 OF 52

Consider the following scenario Imagine that a marketing team has a trove of historical data. The team makes data models based on collected browsing histories. They use these models to identify the right audience for a successful campaign early on. Which application of big data does this describe?

Predictive analyticsCorrect Answer

Multi-channel marketing analytics

Real-time analytics

Autonomous marketing

QUESTION 16 OF 52

Which of the following can you use to set your cost per acquisition (CPA) performance goal? Select two.

The total daily spend, divided by the cost per click.

The total cost per click, divided by the industry-average CPA.

The average CPA based on comparative data from historical campaigns.Correct Answer

The industry-average CPA value from a relevant industry.Correct Answer

QUESTION 17 OF 52

A business decides to create a digital media plan. First, they confirm their business and marketing goals. What additional steps must they take to create the plan? Select all that apply.

Shorten the expected campaign duration.

Determine and document all media plan items.Correct Answer

Select the media channels.Correct Answer

Define the campaign goals.Correct Answer

QUESTION 18 OF 52

Which of the following are required to calculate return on ad spend (ROAS)? Select all that apply.

Cost per ad

Number of ad clicks

Number of units soldCorrect Answer

Cost per unitCorrect Answer

Ad spendCorrect Answer

QUESTION 19 OF 52

Consider the following scenario Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $200 USD in advertising to sell 8 units of a $75 USD product. They apply the formula to calculate return on ad spend (ROAS). What is this marketer’s ROAS?

(8 x 8) / 200 = 0.32

(75 x 75) / 8 = 703.1

(8 x 200) / 75 = 21.3

(8 x 75) / 200 = 3Correct Answer

QUESTION 20 OF 52

How can real-time analytics help marketing teams?

Marketers can create models based on browsing histories to find the right audience for a campaign.

Marketers can choose an optimal page or ad without performing an A/B test.

Marketers can use historical data to predict what might happen in the future.

Marketers can respond to underperforming aspects of a campaign immediately.Correct Answer

QUESTION 21 OF 52

A business decides to create a digital media plan. Before they do, they need to define a target audience for the campaign. What media planning step should they take?

Confirm the business goals.

Conduct market research.Correct Answer

Determine and document all media plan items.

Select the media channels.

QUESTION 22 OF 52

Imagine that a marketer sets a specific objective in a marketing plan that supports a business goal. What does this describe?

A key performance indicator

A media mix

A performance goal

A marketing goalCorrect Answer

QUESTION 23 OF 52

Imagine that a marketer is developing a digital media plan, and they ask “Whom do I need to reach with my campaign?” What part of a marketing plan does this describe?

Target audienceCorrect Answer

Media mix

Campaign duration

Performance goals

Budget

QUESTION 24 OF 52

After completing an online test, a marketer deploys the better performing of two direct response ads. What type of testing strategy did the marketer use?

A/B testCorrect Answer

Click volume test

Outcome test

Drop rate test

QUESTION 25 OF 52

Imagine that a marketer is working on a digital ad campaign for a single product. They learn that it costs $150 USD in advertising to sell 5 units of a $75 USD product. They apply the formula to calculate return on ad spend (ROAS). What is this marketer’s ROAS?

(75 x 75) / 5 = 1,125

(5 x 75) / 150 = 2.5Correct Answer

(5 x 150) / 75 = 10

(5 x 5) / 150 = 0.17

QUESTION 26 OF 52

Consider the following scenario Imagine that you want to learn which of two direct response pages performs better based on the number of clicks. You set up a test that randomly directs half of the web traffic to one page, and half to the other. After a set time period, you tally the total clicks on each page. What is this test called?

50-50 test

Direct response test

Performance test

A/B testCorrect Answer

QUESTION 27 OF 52

As a marketer, you are working on a digital ad campaign for a new product. You learn that advertising costs $200 to sell 10 units of a $115 product. How would you calculate the campaign’s return on ad spend (ROAS)?

(115 x 115) / 10 = 1322.5

(10 x 10) / 200 = 0.5

(10 x 115) / 200 = 5.75Correct Answer

(10 x 200) / 115 = 17.3

QUESTION 28 OF 52

A marketer assigns credit for conversions to the last click in a user’s journey. What Google Analytics process does this refer to?

Life cycle

AttributionCorrect Answer

Monetization

Micro conversion

QUESTION 29 OF 52

A marketer uses detailed data to gain insights and quickly respond to events. Which big data trend allows them to do this?

Predictive analytics

Real-time analyticsCorrect Answer

Autonomous marketing

Multi-channel marketing analytics

QUESTION 30 OF 52

A marketer identifies the average cost paid for each conversion. What is this metric?

Cost per click (CPC)

Cost per acquisition (CPA)Correct Answer

Daily spend

Return on ad spend (ROAS)

QUESTION 31 OF 52

As a marketer, you plan to raise brand awareness as part of your social media strategy. What is this goal an example of?

A numeric goal

An employee goal

A marketing goalCorrect Answer

A media mix

QUESTION 32 OF 52

Which of the following describes the relationship between a marketing goal and a business goal?

A business goal supports a marketing goal.Correct Answer

A marketing goal supports a business goal.

A business goal is a measurement that gauges success toward a marketing goal.

A marketing goal focuses primarily on a customer service-related goal.

QUESTION 33 OF 52

A marketer measures a campaign’s performance for a company that aims to grow its revenue. They use the formula (number of units sold x cost per unit) / ad spend. What did they determine?

Return on ad spend (ROAS)Correct Answer

Total sales

Yearly budget

Number of units returned

QUESTION 34 OF 52

When creating a media plan, you should consider the key performance indicators (KPIs). Why is this important?

It measures how well you are reaching the targeted performance goals.Correct Answer

It indicates how much revenue the campaign will generate.

It identifies the marketing and business goals.

It determines which channels will deliver the best results.

QUESTION 35 OF 52

A marketer creates two versions of a social media ad. The traffic is equally split and randomly directed to each ad. One ad outperforms the other by receiving more clicks. The marketer uses the ad that performed better. What test did they use?

Split or A/B testCorrect Answer

Click volume test

Outcome test or A/C test

Ad quality test

QUESTION 36 OF 52

A marketer uses attribution to assign credit to micro conversions in the customer journey. What are micro conversions?

A real-time display of current user activity on a website and social media

A completed response that indicates a potential customer is not going to make a purchase

A completed response that indicates a potential customer is moving toward a macro conversionCorrect Answer

A completed purchase transaction within the first month of entering the marketing funnel

QUESTION 37 OF 52

Fill in the blank One way to control cost is to manage CPC on a per-campaign basis. You can allocate more budget to the PPC campaigns that _____.

cost the most

have an average performance

are the most popular

are the highest priorityCorrect Answer

QUESTION 38 OF 52

When creating a media plan, why should you clearly identify your target audience?

To help prevent over- or under-spending for a particular channel during a campaign

It documents how you will measure campaign success for each media channel.

To spend the limited campaign budget on the people most likely to make a purchaseCorrect Answer

It enables the right content decisions based on an allocated budget for any media channel.

QUESTION 39 OF 52

A marketer creates a new campaign. They determine how many times each ad is displayed and how many responses it receives. What are these targets an example of?

A performance goalCorrect Answer

An engagement goal

A marketing goal

A media mix

QUESTION 40 OF 52

When creating a media plan, you should consider the budget. Why is this important?

It measures how well the campaign will reach the targeted performance.

It indicates how much revenue the campaign will generate.

It determines how much you can spend and on which channels.Correct Answer

It identifies the marketing and business goals.

QUESTION 41 OF 52

As a marketer, you create a campaign to promote a new product. You learn that advertising costs $450 to sell 30 units of a $310 product. At the end of the campaign, you are interested in the ratio of revenue generated to the amount spent on advertising. How would you calculate the campaign’s return on ad spend (ROAS)?

(total revenue x ad spend) / number of units sold

(number of units sold x cost per unit) / ad spendCorrect Answer

(ad spend x cost per unit) / number of ad clicks

(number of units sold x ad spend) / cost per unit

QUESTION 42 OF 52

A marketer compares two web pages to identify which call to action performs better with their audience. What test did they use?

Outcome test

Drop rate test or A/C test

Click volume test

Split or A/B testCorrect Answer

QUESTION 43 OF 52

Which of the following can you use to set your cost per acquisition (CPA) performance goal? Select all that apply.

The total cost per click

PPC campaigns budget’s that are the highest priority

The average CPA based on comparative data from historical campaignsCorrect Answer

The industry-average CPA value from a relevant industryCorrect Answer

QUESTION 44 OF 52

When creating a media plan, why should you identify the media mix?

It allows you to consistently measure the performance and success of each media channel.

It enables the right content selection on an allocated budget for any media channel.Correct Answer

To spend the limited campaign budget on the people most likely to make a purchase.

It documents how you will measure campaign success for each media channel.

QUESTION 45 OF 52

A marketer creates a new campaign that includes both business and marketing goals. They identify key performance indicators (KPIs) as part of the media plan. What is the role of KPIs?

KPIs contain details about where and when an ad will appear across all media channels

KPIs are quantifiable metrics that serve as performance targets for marketing goalsCorrect Answer

KPIs determine the desired outcome for a business, such as improving customer service

KPIs indicate whether a media plan includes all requirements for a marketing campaign

QUESTION 46 OF 52

As a marketer, you are working on a digital ad campaign for a new product. You learn that advertising costs $320 to sell 15 units of a $210 product. What is the campaign’s return on ad spend (ROAS)?

(210 x 210) / 15 = 2940

(15 x 210) / 320 = 9.8Correct Answer

(15 x 320) / 210 = 22.8

(15 x 15) / 320 = 0.7

QUESTION 47 OF 52

When creating a media plan, why should you allocate a fixed budget?

To help prevent over- or under-spending for a particular channel during a campaignCorrect Answer

To spend the limited campaign budget on the people most likely to make a purchase

It enables the right content decisions based on an allocated budget for any media channel

It documents how you will measure campaign success for each media channel

QUESTION 48 OF 52

A marketer aims to increase a company’s yearly revenue. They create a marketing goal to increase the number of website visits. What is the connection between these two goals?

Both are measurements used to determine how successful a business is at increasing sales.Correct Answer

A marketing goal is a specific objective in a marketing plan that supports the overall business goal.

A business goal is a specific target in a marketing strategy that supports the marketing goal.

Both are numeric measurements that serve as performance targets for marketing campaigns.

QUESTION 49 OF 52

A marketer aims to include A/B or split tests in their latest campaign. What will this test enable them to do?

Determine the budget for the campaign

Test two variants equally to determine the better performing optionCorrect Answer

Align business goals and marketing goals

Calculate the return on ad spend (ROAS) for the campaign

QUESTION 50 OF 52

A marketer uses attribution to assign credit to completed purchase transactions instead of responses that indicate they are on the way to purchase. What type of conversion does this refer to?

Touchpoint organization

Micro conversions

Attribution projects

Macro conversionsCorrect Answer

QUESTION 51 OF 52

A marketer uses return on ad spend (ROAS) as the performance goal for an ad campaign. What does ROAS indicate?

How much revenue generated to the number of new customers engaged

How many total sales came from the total number of clicks

How much revenue was generated from the amount spent on advertisingCorrect Answer

How many campaign-level goals were reached based on the revenue

QUESTION 52 OF 52

A marketer identifies the average CPA based on comparative data from historical campaigns. What does this enable them to do?

Set the cost per acquisition (CPA) performance goalCorrect Answer

Assign credit for conversions from social media clicks

Allocate more budget to the PPC campaigns

Calculate the return on ad spend (ROAS)

Ready to test your recall?

How does a marketer set a performance goal for a marketing campaign?

Determine the ratio of revenue generated to the amount spent on advertising.

Confirm where, when, and how often an ad will appear across media channels

Choose the appropriate media for the marketing budget.

Establish a target with a measurable, numeric value.

How confident are you in this answer?