EXERCISES

Handout #3
Topic : Marketing Funnel

What is the right sequence of stages in the marketing funnel?

A. Awareness, Interest, Evaluation, Consideration, Purchase

B. Interest, Consideration, Awareness, Evaluation, Purchase
C. Awareness, Interest, Consideration, Evaluation, Purchase
D. Intent, Interest, Awareness, Consideration, Evaluation, Purchase
Topic : SEO

What are the main objectives of content marketing? Choose TWO of the
following:

A. To encourage you to create content that you enjoy

researching and writing
B. To promote a user-first mentality
C. To serve a purpose and be useful to consumers
D. To inspire you to think about how your company can
increase sales
Topic : SEO

A Visually stylized graphical quote about the important of protecting

your data

A. Infographic
B. Blog Post
C. Image
D. Transcription
Topic : SEO

A text version of an audio recording of a presentation about Big Data

A. Infographic
B. Blog Post
C. Image
D. Transcription
Topic : SEO

A timeline graphic showing major data breaches over the last ten years

A. Infographic
B. Blog Post
C. Image
D. Transcription
Topic : SEO

A long article about different ways to protect personal data when online

A. Infographic
B. Blog Post
C. Image
D. Transcription
Topic : SEO vs PPC

A program that finds websites through keywords specified by the user

A. Search Engine
B. SERP (Search Engine Result Pages)
C. Organic Search
D. Paid Search
Topic : SEO vs PPC

A list of search results displayed in response to a user query

A. Search Engine
B. SERP (Search Engine Result Pages)
C. Organic Search
D. Paid Search
Topic : SEO vs PPC

The most relevant and trustworthy results in response to a user’s search

A. Search Engine
B. SERP (Search Engine Result Pages)
C. Organic Search
D. Paid Search
Topic : SEO vs PPC

Results based on a keyword search as chosen by advertisers

A. Search Engine
B. SERP (Search Engine Result Pages)
C. Organic Search
D. Paid Search
Topic : PPC

What are the key similarities between paid and organic search? Choose
TWO of the following:

A. Both are expensive to implement

B. Both attempt to match user intent with relevant
results
C. Both feature non-clickable site links
D. Both are triggered by keyword searches
Topic : PPC

What are the key differences between organic and paid search? Choose
TWO of the following:

A. Organic search results take longer to serve than paid

search results
B. Organic search results are more engaging than paid
search results
C. Organic search results have shorter copy than paid
search results
D. Organic search results are shown below paid search
results
Topic : PPC

What are two of the three main elements of a paid search campaign?
Choose TWO of the following:

A. Bid Options
B. Keywords
C. Metrics
D. Landing Pages
Topic : Display

What are the benefits of using display advertising as part of your digital
marketing campaign? Choose TWO of the following:

A. Allows you to re-engage with existing customers

B. Increase brand awareness and reach amongst your
target audience
C. Offers a small number of key ad formats to choose
from
D. Reaches audiences that are near the end of the
buyer's journey
Topic : Video

Your client is launching a new product next month. You are proposing to
include a Video campaign in the launching plan. How are you going to
convince your client to agree your idea?
Topic : Video

Your client has a 30 second commercial video and he wants to promote

it on YouTube. Which ad format are you going to propose and why?
Topic : Measurement

This is the number of times your ad is displayed

A. Reach
B. Conversion
C. Impression
D. Visit
Topic : Measurement

CTR is calculated by

A. (Reaches/Impressions) x 100%
B. (Cost/Clicks) x 100%
C. (Cost/Impressions) x 100%
D. (Clicks/Impressions) x 100%
Topic : Measurement

CPM is calculated by

A. (Cost/Clicks) x 1000
B. (Cost/Impressions) x 1000
C. (Cost/Impressions) x 100
D. (Cost/Reaches) x 1000
Topic : Measurement

How much for 1 CPV in case Susan’s shop spent $25,000 as total
budget and gained 100,000 views?
Topic : Measurement

With a budget of $50,000, Jack’s ad could generate 30,000 leads,

So, how much is 1 cost per lead?
Topic : Measurement

If your Ad served 210,000 impressions and 4,800 clicks, what’s the

CTR of your Ad?
Topic : Measurement

Sue’s company is considering booking a banner ad on Duwun.com.mm

during Thingyan Festival. The budget is $5,000 and 1 CPM costs $2.5.

How many impressions can Sue’s company achieve in this case?