Search Engine Marketing Test: Quiz!

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| By Pmcnulty

Pmcnulty

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Quizzes Created: 1 | Total Attempts: 945

Questions: 49 | Attempts: 946 | Updated: Mar 14, 2023

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Search Engine Marketing Test: Quiz! - Quiz

Questions and Answers

1.

Impressions are:
- A.
  
  When a client's ad copy is displayed on a search engine
- B.
  
  When a client's ad copy is clicked on
- C.
  
  When a customer is impressed by a website
Correct Answer
A. When a client's ad copy is displayed on a search engine

Explanation
Impressions refer to the number of times a client's ad copy is displayed on a search engine. It indicates the visibility of the ad to potential customers. Each time the ad appears on a search engine page, it counts as an impression, regardless of whether it is clicked on or not. This metric helps advertisers measure the reach and exposure of their ads, allowing them to evaluate the effectiveness of their campaigns and make informed decisions about their advertising strategies.

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2
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2.

IP address stands for:
- A.
  
  Internet Protocol
- B.
  
  Internet Proxy
- C.
  
  Internet Portal
Correct Answer
A. Internet Protocol

Explanation
IP address stands for Internet Protocol. The Internet Protocol is a set of rules that governs the format of data packets sent over the internet. An IP address is a unique numerical label assigned to each device connected to a computer network that uses the Internet Protocol for communication. It serves two main functions: identifying the host or network interface and providing the location of the device in the network.

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3.

What is A/B testing?
- A.
  
  Create two unique ad copies and see which performs the best
- B.
  
  Compare two different companies within the same segment and evaluate performance
- C.
  
  Compare two competitors and evaluate performance
Correct Answer
A. Create two unique ad copies and see which performs the best

Explanation
A/B testing is a method used to compare two different versions of a webpage or advertisement to determine which one performs better. In this case, the correct answer suggests that A/B testing involves creating two unique ad copies and evaluating their performance. By testing these two versions, marketers can gather data and insights on which ad copy resonates better with their target audience, leading to improved advertising strategies and higher conversion rates.

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1
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4.

According to Google, and as implemented by our IMS team, in general, what would make for a good minimum radius for geo-targeted ads?
- A.
  
  1 mile
- B.
  
  5 miles
- C.
  
  20 miles
- D.
  
  50 miles
Correct Answer
C. 20 miles

Explanation
Size of our geo radius Stationary – 20 mile max in most areas Mobile – can vary, but in most accounts will be 20-40

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5.

A client can target multiple geographical servicing areas.
- A.
  
  True
- B.
  
  False
Correct Answer
A. True

Explanation
true... but this will cost them more!

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6.

A visitor to your landing page decides whether or not to stay within:
- A.
  
  5 seconds
- B.
  
  8 seconds
- C.
  
  15 seconds
- D.
  
  30 seconds
Correct Answer
B. 8 seconds

Explanation
per WebVisible, but oftentimes you have even less time. Engage them with video increase "stickiness"

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7.

How does our website combat bounce rate versus a client's personal site?
- A.
  
  It is aesthetically pleasing
- B.
  
  Uses flash to engage users
- C.
  
  Strong call to action
- D.
  
  Prominent "contact us" template
- E.
  
  A and C
- F.
  
  C and D
Correct Answer
F. C and D

Explanation
all websites are built to be aesthetically pleasing, but this is not a major factor in combating BOUNCE RATE specifically.

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8.

How can you become an expert in prospecting?
- A.
  
  Know the value of the services with a BRR
- B.
  
  Understand industry trends
- C.
  
  Discover problems/concerns within the industry
- D.
  
  Monitor current events
- E.
  
  Learn competitive landscape
- F.
  
  All of the above
Correct Answer
F. All of the above

Explanation
Becoming an expert in prospecting involves several key factors. Knowing the value of the services with a BRR helps in effectively communicating and selling the services to potential clients. Understanding industry trends allows for better targeting and positioning in the market. Discovering problems and concerns within the industry helps in providing tailored solutions and addressing specific pain points. Monitoring current events helps in staying updated and adapting strategies accordingly. Learning the competitive landscape enables differentiation and competitive advantage. Therefore, all of the above factors contribute to becoming an expert in prospecting.

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9.

All of the following are goals of the needs assessment except:
- A.
  
  Stay in control ( Use GSP form )
- B.
  
  Uncover problems that will make a prospect want to take action
- C.
  
  Gather the necessary #'s to prove ROI/Value
- D.
  
  Convince the customer that your company is the best online advertising solution
Correct Answer
D. Convince the customer that your company is the best online advertising solution

Explanation
convincing customers to do business with us is in the Elevator Pitch and Handling Objections.

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10.

The customer spends 3 hours per week on their AdWords account. They can see 4 patients per hour. Each patient makes them $100. How much does running their own AdWords account cost them per month (opportunity cost)?
- A.
  
  $1200
- B.
  
  $2000
- C.
  
  $3000
- D.
  
  $4000
- E.
  
  $4800
Correct Answer
E. $4800

Explanation
3 hours x 4 customers x 4 months x $100 per patient = $4800 opportunity cost of running clients' own SEM campaign

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11.

What is not a great question to ask to figure out the customer's "earnings gap"?
- A.
  
  How many patients do you currently see each week?
- B.
  
  What is your average profit per patient?
- C.
  
  What do you spend with superpages.com?
- D.
  
  How many patients could you see every month w/o hiring any additional employees?
Correct Answer
C. What do you spend with superpages.com?

Explanation
Asking about the amount spent with superpages.com does not directly relate to the customer's "earnings gap." The "earnings gap" refers to the difference between the customer's current earnings and their desired or target earnings. The question about superpages.com spending is more focused on expenses or costs, rather than the customer's earnings. Therefore, it is not a great question to ask in order to figure out the customer's "earnings gap."

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12.

When showing the contact manager why is it important to note that we record calls?
- A.
  
  Transparency, completely black and white - you will know calls are legit and from us
- B.
  
  Optimization of the account
- C.
  
  Auditing staff and staff training
- D.
  
  All of the above
Correct Answer
D. All of the above

Explanation
Recording calls in a contact manager is important for several reasons. Firstly, it ensures transparency by providing a clear record of all calls, which helps to establish their legitimacy and authenticity. This is particularly important when dealing with sensitive information or making important business decisions. Secondly, recording calls allows for the optimization of the account by analyzing the content and quality of the calls. This can help identify areas for improvement and enhance overall performance. Lastly, call recordings are valuable for auditing staff and providing training opportunities. By reviewing recorded calls, managers can assess employee performance, identify strengths and weaknesses, and provide targeted training to improve customer service skills.

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13.

Given the facts below calculate what Bob the salon owner's budget should be: The lead cost with an appropriate buffer comes out to $30 Bob needs 10 extra customers a week His website converts at 10% He thinks he can convert 50% of the calls into clients
- A.
  
  $600
- B.
  
  $1200
- C.
  
  $1900
- D.
  
  $2200
- E.
  
  $2400
- F.
  
  $3000
Correct Answer
E. $2400

Explanation
$30 x 40 Leads (10 per week) = $1200
$1200 / 50% = $2400
(Website Conversion Rate of 10% is not relevant to question)

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14.

Approximately how much will Bob get in monthly revenue from his investment if his average client spends $120?
- A.
  
  $2200
- B.
  
  $2600
- C.
  
  $4800
- D.
  
  $5800
Correct Answer
C. $4800

Explanation
40 clients per month x $120 = $4800

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15.

Why can we not guarantee Bob these 40 clients?
- A.
  
  Y-Series doesn't always work
- B.
  
  Some factors are out of our control i.e. how his staff handles the calls
- C.
  
  People don't always look for salon's online
Correct Answer
B. Some factors are out of our control i.e. how his staff handles the calls

Explanation
The reason we cannot guarantee Bob these 40 clients is because some factors are out of our control, specifically how his staff handles the calls. Even if we are able to generate leads and attract potential clients, the way Bob's staff interacts with them and handles their inquiries or appointments may affect whether or not they actually become clients. This factor is beyond our control and therefore we cannot guarantee the desired number of clients. Additionally, it is mentioned that people don't always look for salons online, which further adds to the uncertainty of guaranteeing the clients.

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16.

Why do we not offer any exclusivity?
- A.
  
  Every client offers different services and competes under a different value prop
- B.
  
  Plenty of search volume to go around for you and your competitors
- C.
  
  If we control the market, we work together
- D.
  
  For a premium price we do offer exclusivity
- E.
  
  B and C
- F.
  
  A, B and C
Correct Answer
F. A, B and C

Explanation
The correct answer is A, B and C. This is because every client offers different services and competes under a different value proposition, which means that there is no need for exclusivity. Additionally, there is plenty of search volume to go around for both you and your competitors, so there is no need to limit access to it. Finally, if we control the market, it is beneficial to work together rather than offering exclusivity.

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17.

How do you answer the question, "Why don't you charge per call?"
- A.
  
  With a flat rate per call there is no incentive for improving the quality of our calls/leads
- B.
  
  We can actually reduce your customer acquisition cost month over month as we figure out which clicks are producing the best telephone calls
- C.
  
  We do charge per call
- D.
  
  A and B
Correct Answer
D. A and B

Explanation
The correct answer is A and B. This is because both options A and B provide explanations that support the idea of not charging per call. Option A states that with a flat rate per call, there is no incentive for improving the quality of calls/leads, implying that charging per call may not be beneficial. Option B suggests that by analyzing which clicks produce the best telephone calls, customer acquisition cost can be reduced over time, indicating that charging per call may not be necessary.

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18.

How would you overcome the objection: I want to be #1 on Google?
- A.
  
  Google is 65% of the market, but that still leaves a big chunk that you aren't addressing
- B.
  
  What's more important? Being #1 all of the time or driving the lowest possible customer acquisition cost?
- C.
  
  We place you in the positions that we know will give you the strongest return on investment
- D.
  
  All of the above
Correct Answer
D. All of the above

Explanation
The explanation for the given correct answer is that all of the mentioned strategies can help overcome the objection of wanting to be #1 on Google. While it is true that Google holds a significant market share, there are still other platforms and channels that can be targeted to reach a wider audience. Additionally, being #1 on Google may not always guarantee the lowest customer acquisition cost. By focusing on placing the business in positions that provide the strongest return on investment, it ensures that the marketing efforts are optimized for maximum effectiveness. Therefore, all of the mentioned strategies can be utilized to address the objection.

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19.

Which of the following closing techniques has proven to be effective for the top reps?
- A.
  
  Assistive Close
- B.
  
  Assumptive Close
- C.
  
  Affordable Close
- D.
  
  All three consistently work well
Correct Answer
B. Assumptive Close

Explanation
The assumptive close is a closing technique that assumes the prospect has already made the decision to purchase the product or service. It involves using confident and assumptive language to guide the prospect towards the final sale. This technique has been proven effective for top reps because it helps create a sense of ownership and commitment in the prospect, increasing the likelihood of closing the deal. By assuming the sale, top reps are able to confidently move forward and overcome any objections or hesitations the prospect may have.

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20.

Websites are built with SEO best practices in mind
- A.
  
  True
- B.
  
  False
Correct Answer
A. True

Explanation
This statement suggests that websites are created while considering SEO (Search Engine Optimization) best practices. This means that the websites are designed and developed in a way that makes them more visible and accessible to search engines, ultimately improving their rankings in search engine results pages. By following SEO best practices, websites can attract more organic traffic and potentially increase their online visibility and reach.

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21.

Adversites are built with SEO best practices in mind.
- A.
  
  True
- B.
  
  False
Correct Answer
A. True

Explanation
although Adversites are not released to search engine spiders, they are still built with SEO best practices in mind to impact the quality score of PPC ads

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22.

What factors determine whether or not you can mirror a site?
- A.
  
  Flash
- B.
  
  Frames
- C.
  
  Site redirect
- D.
  
  Relevant content for all landing pages
- E.
  
  All of the above
Correct Answer
E. All of the above

Explanation
The factors that determine whether or not you can mirror a site include Flash, Frames, Site redirect, and relevant content for all landing pages. Mirroring a site involves creating an exact copy of the original site, and these factors can affect the ability to replicate the site accurately. Flash and Frames may not be supported or may function differently on different platforms, making it challenging to mirror them. Site redirects can also complicate the mirroring process, as they may redirect the user to a different page or site. Additionally, having relevant content for all landing pages is crucial for accurately mirroring the site's content.

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23.

What is browser compatibility?
- A.
  
  Site opens in explorer
- B.
  
  Site is compatible with Google
- C.
  
  Site opens in Firefox
- D.
  
  Site is compatible with CitySearch
- E.
  
  A and C
- F.
  
  B and D
Correct Answer
E. A and C

Explanation
The correct answer is A and C because browser compatibility refers to the ability of a website to function properly and display correctly across different web browsers. The fact that the site opens in explorer and Firefox suggests that it is compatible with these browsers, while the statement about compatibility with Google and CitySearch is irrelevant to the concept of browser compatibility.

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24.

How do you determine if a site is generally all in flash?
- A.
  
  Select Ctrl A. Whatever does not hi-light in blue
- B.
  
  Any site that has moving images
- C.
  
  Domain name doesn't change
- D.
  
  All of the above
Correct Answer
A. Select Ctrl A. Whatever does not hi-light in blue

Explanation
or you can right-click on image to determine if flash is present

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25.

Y-Series can support and/or mirror e-commerce sites
- A.
  
  True
- B.
  
  False
Correct Answer
B. False

Explanation
w-series is capable of this

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26.

Which of the items below would fail editorial review for a campaign landing page?
- A.
  
  Shopping cart
- B.
  
  Redirect
- C.
  
  Outbound links
Correct Answer(s)
A. Shopping cart
B. Redirect
C. Outbound links

Explanation
all of the above.
Shopping cart - cannot support e-commerce
re-direct - lower the quality score and decrease consumer confidence
outbound links - detract from the CTA and conversion rates, generally BAD for SEM landing pages

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27.

Level of customization and changes that can be made to a live Website/Advertise.
- A.
  
  Change format
- B.
  
  Photos & images
- C.
  
  On-going optimization for SEO
- D.
  
  Change text
Correct Answer(s)
B. pHotos & images
D. Change text

Explanation
The level of customization and changes that can be made to a live website or advertisement includes the ability to change the format, photos, images, and text. This means that you can modify the layout and design of the website or advertisement, replace or update the photos and images used, and make changes to the text content. This flexibility allows for ongoing optimization for search engine optimization (SEO) purposes and ensures that the website or advertisement can be updated and adjusted as needed to meet the desired goals and objectives.

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28.

What is a dynamic mirror?
- A.
  
  Duplicate of existing site
- B.
  
  Adversite
- C.
  
  Website template
- D.
  
  A and B
- E.
  
  B and C
- F.
  
  A, B and C
Correct Answer
A. Duplicate of existing site

Explanation
A dynamic mirror refers to a duplicate of an existing website, which is created to serve as a backup or alternative version of the original site. It is designed to replicate the content and functionality of the original site, allowing users to access the same information and features. This can be useful in case the original site experiences technical issues or downtime, ensuring that users can still access the content through the dynamic mirror.

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29.

Changes can be made to a mirror site?
- A.
  
  True
- B.
  
  False
Correct Answer
B. False

Explanation
the only "change" that is made is the initial overlay for call tracking number, service area and/or call to action (CTA)

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30.

Mirror sites are submitted to the search engines.
- A.
  
  Always
- B.
  
  Sometimes
- C.
  
  Never
Correct Answer
C. Never
31.

Websites are submitted to the search engines?
- A.
  
  Always
- B.
  
  Sometimes
- C.
  
  Never
Correct Answer
B. Sometimes

Explanation
Websites are sometimes submitted to search engines. This means that website owners or administrators may choose to manually submit their website's URL to search engines in order to ensure that it is indexed and appears in search engine results. However, search engines also have automated processes called "crawlers" or "spiders" that continuously scan the internet and discover new websites on their own. Therefore, it is not necessary for all websites to be manually submitted to search engines.

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32.

What is the required information to perform a GCC?
- A.
  
  Template ID
- B.
  
  Confirm time client wants GCC
- C.
  
  Initial website worksheet
- D.
  
  Billing information
Correct Answer(s)
A. Template ID
B. Confirm time client wants GCC
D. Billing information

Explanation
To perform a GCC (Global Call Center), the required information includes the Template ID, which is necessary to identify the specific template to be used for the call center operations. Additionally, the confirmation of the time the client wants the GCC to be conducted is crucial for scheduling purposes. Lastly, the billing information is needed to ensure proper invoicing and payment for the GCC services provided.

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33.

A campaign can be built without a submitted IWW.
- A.
  
  Always
- B.
  
  Sometimes
- C.
  
  Never
Correct Answer
C. Never

Explanation
A campaign cannot be built without a submitted IWW (Initial Working Workflow). The IWW is a crucial step in the campaign building process as it outlines the initial plan, goals, and workflow for the campaign. Without a submitted IWW, there would be no clear direction or strategy for the campaign, making it impossible to build and execute effectively.

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34.

What are the features/benefits of a call tracking number?
- A.
  
  Records phone calls
- B.
  
  Qualify inbound leads
- C.
  
  Automatically dials into clients main number
- D.
  
  Training needs for staff
Correct Answer(s)
A. Records pHone calls
B. Qualify inbound leads
C. Automatically dials into clients main number
D. Training needs for staff

Explanation
A call tracking number has several features and benefits. Firstly, it records phone calls, allowing businesses to review and analyze customer interactions for quality assurance and training purposes. Additionally, it helps qualify inbound leads by tracking the source of the call and providing valuable data for marketing and sales analysis. Moreover, it can automatically dial into the client's main number, streamlining the calling process and improving efficiency. Lastly, it can also assist in identifying training needs for staff based on call recordings and customer feedback.

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35.

What do we track as a lead?
- A.
  
  Phone calls
- B.
  
  Emails
- C.
  
  Clicks
Correct Answer(s)
A. pHone calls
B. Emails

Explanation
We track phone calls and emails as leads. These are two common methods of communication used by potential customers to express interest or inquire about a product or service. By tracking phone calls and emails, businesses can gather data on customer interactions and use it to measure the effectiveness of their marketing efforts and identify potential sales opportunities. Additionally, tracking these leads allows businesses to follow up and engage with customers, ultimately increasing the chances of conversion and sales.

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36.

Where will clients ads appear?
- A.
  
  All the major search engines
- B.
  
  Local directories
- C.
  
  CitySearch
- D.
  
  All of the above
Correct Answer
D. All of the above

Explanation
The correct answer is "All of the above." This means that the clients' ads will appear on all the major search engines, local directories, and CitySearch. This implies that the clients' ads will have a wide reach and visibility, as they will be displayed on various platforms and channels.

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37.

Can we can mirror the following site: http://hotelsonhollywoodbeach.com
- A.
  
  True
- B.
  
  False
Correct Answer
B. False

Explanation
main image is flash, poorly defined landing pages, distracting to the main purpose of landing page website - drive leads

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38.

Can we can mirror the following site: http://www.mychicagospineinstitute.com
- A.
  
  True
- B.
  
  False
Correct Answer
B. False

Explanation
poor aesthetics, flash element is present, poor landing pages, no CTA, no contact form on landing pages

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39.

Can we can mirror the following site: http://www.bachmanchevrolet.com/index.htm
- A.
  
  True
- B.
  
  False
Correct Answer
B. False

Explanation
ENTIRE site is built in flash - right click on images

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40.

We can mirror the following site: http://sign-graphic.com
- A.
  
  True
- B.
  
  False
Correct Answer
B. False

Explanation
no landing pages or defined CTA

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41.

Customers should understand that we sell on a per lead basis.
- A.
  
  True
- B.
  
  False
Correct Answer
B. False

Explanation
The statement implies that the company sells its products or services based on the number of leads generated. However, the answer is false because the statement does not provide any information about the company's pricing or sales model. It only states that customers should understand this aspect, but it does not confirm that the company actually sells on a per lead basis.

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42.

When does the goals confirmation call take place?
- A.
  
  After client info is called into digital hotline after warm-transfer
- B.
  
  When sales rep calls account manager
- C.
  
  Before customer signs contract
- D.
  
  After customer signs contract
Correct Answer
A. After client info is called into digital hotline after warm-transfer

Explanation
The goals confirmation call takes place after the client information is called into the digital hotline after a warm transfer. This means that once the client's information has been transferred to the digital hotline, a goals confirmation call is made to confirm the client's objectives or goals. It is an important step in the process that occurs after the warm transfer has been completed.

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43.

When should a client expect to go live?
- A.
  
  3-5 days after goals confirmation call is completed
- B.
  
  8 days after the IWW is received or the goals confirmation call completed
- C.
  
  5-7 days after the contract is submitted
- D.
  
  10-12 days after the contract is signed
Correct Answer
B. 8 days after the IWW is received or the goals confirmation call completed

Explanation
A client should expect to go live 8 days after the IWW is received or the goals confirmation call completed. This indicates that the process of going live typically takes around 8 days after these two events have taken place.

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44.

What happens after the GCC?
- A.
  
  Pre-launch
- B.
  
  Campaign creation
- C.
  
  Keyword selection
- D.
  
  Ad copy
- E.
  
  Site Set-up
Correct Answer(s)
A. Pre-launch
B. Campaign creation
C. Keyword selection
D. Ad copy
E. Site Set-up

Explanation
all of the above

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45.

A client can use our service and run their own AdWords campaign at the same time.
- A.
  
  True
- B.
  
  False
Correct Answer
B. False

Explanation
The statement is false because a client cannot run their own AdWords campaign while using our service. Our service manages and runs AdWords campaigns on behalf of clients, so they would not be able to simultaneously run their own campaign.

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46.

Running an AdWords campaign simultaneous with our campaign may cause the following:
- A.
  
  Double the amount of traffic to the clients website
- B.
  
  Prevent either campaign from displaying on Google
- C.
  
  Increase branding and visibility
Correct Answer
B. Prevent either campaign from displaying on Google

Explanation
Running an AdWords campaign simultaneously with another campaign may cause both campaigns to compete for the same keywords and ad placements. This can lead to a decrease in the visibility of both campaigns as Google may prioritize one campaign over the other or prevent them from displaying altogether. As a result, the correct answer suggests that running both campaigns together may prevent either campaign from displaying on Google.

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47.

A client should start receiving leads on the day his campaign goes live?
- A.
  
  True
- B.
  
  False
Correct Answer
B. False

Explanation
The statement "A client should start receiving leads on the day his campaign goes live?" is false. While it is ideal for a client to start receiving leads immediately after their campaign goes live, it is not always guaranteed. The success of a campaign depends on various factors such as the target audience, marketing strategy, and competition. It may take some time for the campaign to gain traction and generate leads. Therefore, it is not accurate to say that a client should start receiving leads on the day their campaign goes live.

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48.

How long should it take for a customer to begin to see results?
- A.
  
  1 week
- B.
  
  1st day live
- C.
  
  30 days
- D.
  
  Within the first 90 days
Correct Answer
D. Within the first 90 days

Explanation
Customers should begin to see results within the first 90 days. This timeframe allows for the implementation of strategies, tracking of progress, and adjustments to be made if necessary. It is a reasonable period for customers to start experiencing the benefits of the product or service they have invested in.

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49.

As a general "rule of thumb" for every 20 mile radius in a metro area, how much budget should be allocated to EACH product and/or service (on average)
- A.
  
  $100-200
- B.
  
  $200-250
- C.
  
  $250-350
- D.
  
  $350-500
- E.
  
  $500-750
- F.
  
  The product selector tool output
Correct Answer
B. $200-250

Explanation
Installation vs repair count as 2 separate service groups
Population: Anchorage can support more services than New York on the same budget
Demand: PPC is an auction and higher ROI services such as lawyers, installation (versus repair) and cosmetic surgery & dentistry have high CPC requirements than AC repair, plumbing repair or limo rentals.

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Mar 14, 2023

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Mar 24, 2011

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Search Engine Marketing Test: Quiz!

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