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When advertisers run online ads that typically include an image for people to click on, it’s called… When looking at your email marketing metrics, Click Through Rate (or CTR) highlights which of the following insights? Building a plan will help you to focus your efforts when using social media. What should you consider when making your social media plan? Local directories are a great tool for getting noticed locally online. What would be the first step in using a directory? What are the benefits of using social media when looking to advertise your business locally? There are lots of social media platforms out there, but what is a benefit of using smaller, more niche social media platforms for your business? When looking to advertise your business to mobile users, social media advertising can be really effective because… Which of the following would be described as a good business goal to set for your social media campaigns? Digital marketing isn’t just about selling your products internationally. It can be used to great effect for local businesses. What do we mean by ‘local businesses’? Which of the following tools could be used to gain an insight into the phrases and questions people search for about a given subject online? Mobile advertising is a great tool for marketers, but all that good work could be undone if your website isn’t what? With more and more users using mobile to look at websites, it is key that you optimise your site so users can find it when searching online. Which two elements should you look to optimise for improved SEO performance? Which of the following actions would be most effective for a business to take in order to help them progress towards achieving their content marketing goals? When it comes to mobile, how would you define usability? When looking to promote your products and services locally, what are the benefits of using search engine ads? 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Why is it important to reach customers on their mobiles when advertising locally? Fill in the blank: When search engines use factors like geolocation, IP address and location based search terms to produce geographically tailored results, this is called ______. When looking to create video content for your marketing strategy, what three best practices should you look to include? Mobile apps are a great tool to engage with customers on the go. What is one of the major benefits of a mobile app over a website? When it comes to knowing which social media platforms to focus your efforts on, how can you work out which one will work best for you? Using social media for business purposes can be very different to running personal profiles. If you’re looking to attract people to your social network, what tone of voice should you consider? 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If you want to track a completed order in your website, what would be a proper place to add the conversion tracking code? Which of the following is a benefit of Search Engine Marketing (SEM)? A lot of factors can affect how well a website will rank on search engines. What role does metadata have in this process? When ranking websites on search engine results pages, which element of a website do search engines value the most? What’s the first step in the search engine optimisation process for your website? What is the most important thing to consider when optimising a search engine marketing campaign? What can you achieve if you divide your search engine marketing account into relevant campaigns and ad groups? When advertising using Search Engine Marketing (SEM), you only pay… When advertising on search engines, if you bid the same as your competitor, having a higher quality score will mean you appear where in comparison? When optimising a website for search, what impact do meta and title tags have on the search engine? When looking to increase the presence of a website, putting together your search engine optimisation plan will help you plan your steps. Which activity would be first on the list? Search engines see the content on a website as written code, how can you help search engines identify the images on your website? When running a search engine marketing campaign, what goal do you expect to achieve by having conversion tracking on your site? When fine-tuning paid search ads, you change a broad-match keyword to a phrase-match keyword using which symbol? Fill the blank: When managing SEM campaigns, the best way to optimise your quality score is to improve the _______ of your keywords, adverts, and landing pages. Which of the following will be achieved by including an offer in a Search Engine Marketing (SEM) ad? There are many ways you can improve the performance of a website from an SEO perspective. When it comes to link building which of the following statements is accurate? Gaining backlinks to your website is a great way to improve the SEO performance. What best practice will encourage people to link back to your site? When looking to optimise the performance of a website to improve its search engine ranking, using ‘long tail keyword terms’ in your SEO plan often allows you to… When using a search engine, what is the name of a word or phrase somebody types to find something online? What is the term we use to describe how search engines categorise each piece of content? Imagine a customer has downloaded an app made by their local hardware store. How could that business connect with their audience through the app? When looking to advertise a new business online, what is one of the major benefits of display ads? When you’re building a business website, what purpose does a server have? When considering whether to have a web presence for your business, which of the following is not a major factor? When planning your website, what is one of the key things you should consider? Where does the domain name of a website primarily sit? Which are the first steps you should consider when constructing an online business strategy? When designing content as part of your content marketing strategy, what does the ‘Think’ stage represent in the ‘See, Think, Do, Care’ framework? Websites are hosted on a server and each of these servers has its own unique IP address. What does the ‘IP’ stand for? How can businesses benefit from using analytics on their website? You notice that when people see images of your products online, you have an increase in conversions or sales. Which customer touchpoint could you use to take advantage of this insight? When defining a strategy for your business, how can competitor analysis help you establish a USP (or Unique Selling Point)? Website hosting servers have their own unique IP address, what does this address consist of? Web analytics can tell you many things about your online performance, but what can analytics tools not tell you? What’s the biggest challenge for most businesses when going online?