Audience Research - CORRECT ANSWER: Survey tool, marketing research company,
social media platform, behavior analytics
Broadcast Marketing - CORRECT ANSWER: Product placement, program sponsorship,
and cinema advertisement
Canvas - CORRECT ANSWER: Provides a rich, expandable mobile experience
Carousel - CORRECT ANSWER: Shows multiple products in one ad unit
Click through Rate - CORRECT ANSWER: Percentage of impressions that lead to a
click
Content seeding is a strategic approach to publishing content so that it is seen by an
audience who will positively engage with it.
Identify the benefits of content seeding. - CORRECT ANSWER: Reach a wider
audience
Increases relevance to targeted audience
Gain credibility through influencer distribution
,Conversion - CORRECT ANSWER: Shorter path to purchase
Increased conversion rate
Reduced cost per sale
Higher number of goals achieved
Cost per Aquisition (CPA) - CORRECT ANSWER: Total cost of PPC media spend to
generate a sale or conversion
Cost per conversion - CORRECT ANSWER: Total cost of generating traffic divided by
the total number of conversions
Digital Marketing characteristics - CORRECT ANSWER: Active audience, inbound, one-
to-one, individual
Direct Marketing - CORRECT ANSWER: Mailings and brochures, flyers, and coupons
Earned Media Example - CORRECT ANSWER: Word of mouth promotion, reviews, and
mentions
Engagement - CORRECT ANSWER: More pages viewed per session
Increased numbers of returning visitors
Higher average time on site
Reduced bounce rates
Estimate the number of clicks the campaign should generate - CORRECT ANSWER:
Multiply Impressions x CTR
Five stages of the creative process for generating new ideas in order - CORRECT
ANSWER: 1. Prepare
2. Incubate
, 3. Illuminate
4. Verify
5. Practice
How can using platform-native tools to analyze your social media campaigns be
beneficial? - CORRECT ANSWER: Facilitates installation of conversion-tracking pixels
How can you optimize ad serving on Facebook and Instagram? - CORRECT ANSWER:
Use Link Clicks to serve ads to people who are most likely to click on them.
Use Daily Unique Reach to show your ad once per day to your audience.
Identify the best practices to consider when creating image content. - CORRECT
ANSWER: Consider the rule of thirds
Use text that develops the story or helps drive action Use clean and simple images
Identify the best practices to consider when creating video content. - CORRECT
ANSWER: Consider the tone and accent of the voiceover used
Quickly inform the viewer of the video subject
Understand the importance of location
Impression Share - CORRECT ANSWER: the number of impressions you've received
divided by the estimated number of impressions available.
Inbound Marketing - CORRECT ANSWER: Pull Strategy, closely aligned with digital
marketing, attracts leads by providing helpful content
It's important that there is room for a creative spark when developing content.
Identify the steps involved in the creative process. - CORRECT ANSWER: Create
Prototypes, brainstorming ideas, leave the idea alone for a period
Linkedin - CORRECT ANSWER: Whitepaper
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