Digital Marketing Final Exam
CPC - answer-cost per click
CTR - answer-click through rate
SERP - answer-Search Engine Results Page
SSL - answer-Secure Sockets Layer
CMS - answer-Content Management System
PPC - answer-pay per click
BR - answer-Bounce rate
CRO - answer-Conversion Rate Optimization
Conversion rate optimization (CRO) is the practice of increasing the percentage of users who perform a
desired action on a website.
ROAS - answer-return on ad spend
CPM - answer-Cost Per Mille (Thousand)
MOM - answer-Month over Month
YoY - answer-Year Over Year
WoW - answer-Week over Week
B2B - answer-business to business
B2C - answer-business to consumer
Website bounce rate - answer-the percentage of people who land on a page on your website and then
leave without clicking on anything else or navigating to other pages on your site
Email bounce rate - answer-the rate at which an email was unable to be delivered to a recipient's inbox
CTA - answer-call to action
CAN-SPAM - answer-Controlling the Assault of Non-Solicited Pornography and Marketing
CR - answer-Conversion Rate
conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion)
out of the total number of visitors. A high conversion rateis indicative of successful marketing and web
design: It means people want what you're offering, and they're easily able to get it!
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KPI - answer-Key Performance Indicator
ROI - answer-return on investment
SEM - answer-Search Engine Marketing
SEO - answer-Search Engine Optimization
UX - answer-user experience
Three primary drivers of search behavior - answer-Informational
Transactional
Navigational
Informational - answer-Keywords should help consumers find content relevant to their search query
ex: "local florists"
Transactional - answer-Keywords should help consumers find products of services relevant to their search
query
ex: "next day delivery flowers
Navigational - answer-Keywords should help consumers find URLs and pages relevant to their search
query
ex: "1800flowers"
Head vs Tail keyword strategy - answer-Head: more generic, more results
Tail: more specific, less results
Evolution of search: Search - answer-Origins: Directories
Recent Present: Keyword
Moving Forward: Rich Semantics and User Experience
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