├── course_3-from-likes-to-leads ├── week-5-paid-social-media │ ├── resources.md │ ├── readme.md │ ├── target-your-social-advertising.md │ ├── paid-ads-on-social-media.md │ ├── manage-a-social-advertising-budget.md │ └── graded-assessment │ │ └── graded-quiz.md ├── week-2-strategy-planning-publishing │ ├── resources.md │ ├── create-brand-positioning-statements.md │ ├── readme.md │ ├── social-media-marketing-strategies.md │ └── graded-assessment │ │ └── graded-quiz.md ├── week-4-social-media-analytics-and-reporting │ ├── resources.md │ ├── readme.md │ └── social-media-analytics.md ├── week-1-introduction-interact-with-customers-online │ ├── resources.md │ ├── readme.md │ ├── understand-social-media-marketing.md │ └── graded-assessment │ │ └── graded-quiz.md ├── week-3-listening-and-engagement-on-social-media │ ├── resources.md │ ├── readme.md │ ├── engage-customers.md │ ├── graded-assessment │ │ └── graded-quiz.md │ └── social-listening.md └── README.md ├── course_1-foundations-digital-marketing ├── week-1-foundations │ ├── resources.md │ ├── readme.md │ ├── careers-in-digital-marketing-and-e-commerce.md │ └── graded-assessment │ │ └── graded-quiz.md ├── week-4-measure-performance-success │ ├── resources.md │ ├── readme.md │ ├── use-data-insights-to-improve-a-strategy.md │ ├── measure-marketing-performance-success.md │ └── graded-assessment │ │ └── graded-quiz.md ├── week-2-customer-journey-and-marketing-funnel │ ├── resources.md │ ├── readme.md │ ├── graded-assessment │ │ └── graded-quiz.md │ ├── how-organizations-benefit-from-digital-marketing-and-e.md │ ├── the-marketing-funnel.md │ └── marketing-and-sales-funnel.md ├── week-3-digital-marketing-and-ecommerce-strategy │ ├── readme.md │ ├── resources.md │ ├── create-a-digital-marketing-and-e-commerce-strategy.md │ ├── engage-customers-with-social-media-and-email-marketing.md │ ├── reach-customers-online.md │ └── value-of-brands-for-digital-marketing.md └── README.md ├── course_2-attract-and-engage-customers ├── week-2-understand-seo │ ├── resources.md │ ├── readme.md │ ├── how-search-works.md │ ├── keyword-research-and-website-structure.md │ ├── graded-assessment │ │ └── graded-quiz.md │ └── purpose-of-search-engine-optimization-seo.md ├── week-3-apply-search-engine-optimization │ ├── resources.md │ ├── readme.md │ ├── optimize-a-websites-content.md │ ├── help-google-and-users-understand-your-content.md │ ├── graded-assessment │ │ └── graded-quiz.md │ └── analyze-search-performance-and-user-behavior.md ├── week-4-search-engine-marketing-and-display-advertising │ ├── resources.md │ ├── readme.md │ ├── understand-search-engine-marketing-sem.md │ ├── apply-search-engine-marketing.md │ └── graded-assessment │ │ └── graded-quiz.md └── week-1-introduction-attract-and-engage-customers-with-digital-marketing │ ├── resources.md │ ├── readme.md │ ├── awareness-and-consideration-stages-of-the-marketing-funnel.md │ ├── conversion-and-loyalty.md │ ├── create-customer-personas-for-your-target-audience.md │ └── graded-assessment │ └── graded-quiz.md ├── course_4-think-outside-the-inbox-email-marketing ├── week-1-introduction │ ├── resources.md │ ├── readme.md │ ├── pestle-swot-and-setting-smart-goals.md │ └── graded-assessment │ │ └── graded-quiz.md ├── week-2-types-of-email-marketing │ ├── readme.md │ ├── types-of-emails.md │ ├── retention-emails.md │ ├── newsletters-and-promotional-emails.md │ └── graded-assessment │ │ └── graded-quiz.md ├── week-4-collect-and-analyze-email-campaign-data │ ├── readme.md │ ├── present-to-stakeholders.md │ ├── graded-assessment │ │ └── graded-quiz.md │ └── types-of-metrics.md ├── week-5-run-your-won-email-marketing-campaign │ ├── readme.md │ └── graded-assessment │ │ └── graded-quiz.md ├── week-3-useful-tools-for-email-marketing │ ├── readme.md │ ├── marketing-tools-and-mistakes.md │ └── graded-assessment │ │ └── graded-quiz.md └── README.md ├── patrick-kyei-digital-marketing.jpeg ├── LICENSE └── 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4 | 5 | ### Question 1 6 | 7 | -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-2-understand-seo/readme.md: -------------------------------------------------------------------------------- 1 | ## Understand search engine optimization (SEO) 2 | 3 |
4 | 5 | You will review the fundamentals of SEO. Then, you’ll gain a basic understanding of how the Google Search engine works and how websites are ranked. Then, you’ll learn how to do keyword research. 6 | 7 | ### Learning Objectives 8 | 9 | - Understand how search engines work and the make-up of the Google search engine results page. 10 | 11 | - Explain the purpose of SEO and essential SEO terms to know. 12 | 13 | - Describe the first steps when working on SEO for a business. 14 | 15 | - Learn about keyword/keyphrase research and recommendations. 16 | 17 | - Organize a website’s structure. 18 | -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-2-types-of-email-marketing/readme.md: -------------------------------------------------------------------------------- 1 | ## Types of email marketing 2 | 3 |
4 | 5 | You will examine the most common types of marketing emails. First, you’ll learn about emails that greet customers, like acquisition emails and welcome emails. Next, you’ll learn about emails that entice subscribers, such as newsletters and promotional emails. You’ll focus on emails that keep customers, known as retention emails. Then, you’ll explore how to craft catchy email copy, write sample subject lines, and create preview text for marketing emails. 6 | 7 | ### Learning Objectives 8 | 9 | - Identify common categories of marketing emails. 10 | - Write effective preview and subject lines using best practices. 11 | -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-4-collect-and-analyze-email-campaign-data/readme.md: -------------------------------------------------------------------------------- 1 | ## Collect and analyze email campaign data 2 | 3 |
4 | 5 | You will learn about the key metrics in email marketing, such as open rate, click-through rate, unsubscribe rate, complaint rate, conversion rate, bounce rate, and more. You’ll examine how to measure, track, and analyze email campaign results. Then, you’ll learn how to effectively present email campaign results to stakeholders by creating an email marketing campaign report. 6 | 7 | ### Learning Objectives 8 | 9 | - Identify common email marketing metrics. 10 | - Measure and analyze email campaign results. 11 | - Create an email marketing report that communicates results to stakeholders. -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-4-measure-performance-success/readme.md: -------------------------------------------------------------------------------- 1 | ## Measure performance success 2 | 3 |
4 | 5 | You will learn the importance of measuring results and common metrics to track. You’ll also examine how digital marketers and e-commerce specialists use data to assess and improve performance and tell stories with data. You’ll end the course by participating in optional content if you’re interested in preparing for a job search. 6 | 7 | ### Learning Objectives 8 | 9 | - Understand the practice of performance marketing and its goals. 10 | - Understand the importance of data for e-commerce. 11 | - Identify how data interpretation helps businesses make decisions. 12 | - Understand the basic elements of data storytelling and their importance. 13 | 14 | -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-1-introduction/readme.md: -------------------------------------------------------------------------------- 1 | ## Introduction to think outside the inbox: email marketing 2 | 3 |
4 | 5 | You will explore what email marketing is, how it works, and why it’s useful. You’ll also learn the importance of email marketing to meet business goals. Then, you’ll use the PESTLE and SWOT frameworks to set SMART email marketing goals. To wrap up week 1, you’ll learn best practices in email marketing and how to apply them. 6 | 7 | ### Learning Objectives 8 | 9 | - Understand how email marketing fits into a digital marketing strategy. 10 | - Apply SMART, SWOT and PESTLE frameworks to set email marketing goals. 11 | - Employ SMART and PESTLE audits to build an email marketing strategy. 12 | - Describe email marketing best practices. -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-4-search-engine-marketing-and-display-advertising/readme.md: -------------------------------------------------------------------------------- 1 | ## Search engine marketing (SEM) and display advertising 2 | 3 |
4 | 5 | You will learn about advertising opportunities within search engines, also called SEM and Google Display advertising. You’ll learn best practices for creating an ad in search results or a display ad. You’ll finish the course understanding how to apply and improve display ads. 6 | 7 | ### Learning Objectives 8 | 9 | - Understand the benefits of SEM. 10 | - Identify different types and structures of SEM ads. 11 | - Apply search engine marketing. 12 | - Understand fundamentals of Google Ads and targeting audiences. 13 | - Understand different display advertising types. 14 | - Define Google Display Ads best practices. 15 | -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-5-run-your-won-email-marketing-campaign/readme.md: -------------------------------------------------------------------------------- 1 | ## Run your own email marketing campaign 2 | 3 |
4 | 5 | You will create, manage, track, and complete a mock email marketing campaign. You’ll be given a fictional business to build the email campaign around, and you’ll employ all the strategies, tools, and tricks you’ve learned during this course to complete the campaign. First, you’ll set SMART goals for your campaign. Then, you’ll segment your email list and complete an email series. Finally, you’ll complete the campaign and end the course by analyzing the results of the campaign and presenting them to stakeholders. 6 | 7 | ### Learning Objectives 8 | 9 | - Create an email marketing strategy, including contact management and segmentation. 10 | - Test, execute, and optimize an email marketing campaign. -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-2-customer-journey-and-marketing-funnel/readme.md: -------------------------------------------------------------------------------- 1 | ## The customer journey and the marketing funnel 2 | 3 |
4 | 5 | You will learn what digital marketing and e-commerce roles and departments do within organizations and how they create value. You’ll also be introduced to marketing concepts, like the customer journey and the marketing funnel, that form the basis for much of what these roles do. 6 | 7 | ### Learning Objectives 8 | 9 | - Identify the roles and functions that digital marketing and e-commerce play within an organization. 10 | - Understand the customer journey and the function of journey maps. 11 | - Explain the concept of a marketing funnel. 12 | - Describe how the different parts of a marketing funnel can help drive engagement, conversion, and loyalty. 13 | - Understand why measurement at each stage of the marketing funnel is important. 14 | -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-3-useful-tools-for-email-marketing/readme.md: -------------------------------------------------------------------------------- 1 | ## Useful tools for email marketing 2 | 3 |
4 | 5 | You will learn about useful tools for email marketing. You’ll determine how to create and segment email lists. You’ll also learn how to write effective emails that engage with customers. After that, you'll explore email marketing tools like HubSpot and Mailchimp and learn how they work. Then, you’ll explore crisis management and how to correct mistakes in email marketing. 6 | 7 | ### Learning Objectives 8 | 9 | - Create email marketing automation and workflows. 10 | - Build and maintain email lists. 11 | - Write effective email copy. 12 | - Select the appropriate tools to conduct email marketing campaigns. 13 | - Conduct contact management and list segmentation. 14 | - Employ best practices to handle PII and user data safely. 15 | - Identify practices for email marketing, including automation, tool selection, and building and managing email lists. 16 | -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-3-listening-and-engagement-on-social-media/readme.md: -------------------------------------------------------------------------------- 1 | ## Listening and engagement on social media 2 | 3 |
4 | 5 | You will focus on the third core pillar of social media marketing: listening and engagement. You’ll learn the importance of social listening and how to use popular social listening tools. Then, you’ll explore ways to develop relationships with customers and build brand authority. 6 | 7 | ### Learning Objectives 8 | 9 | - Define social listening and discuss why it’s important. 10 | - Introduce popular social listening tools and how to use them. 11 | - Provide tips for effective social listening. 12 | - Understand how to boost engagement on social media. 13 | - Discuss how to communicate and develop relationships with customers. 14 | - Discuss how to respond to different types of customer communication on social media. 15 | - Understand how to write, design, and repurpose engaging content for social media. 16 | - Describe how to develop a brand voice on social media. -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-1-foundations/readme.md: -------------------------------------------------------------------------------- 1 | ## Introduction to foundations of digital marketing and e-commerce 2 | 3 |
4 | 5 | You’ll find out what’s in store for Course 1 and the whole certificate program. You’ll also learn about the Coursera platform, procedures, and content types, and meet other learners in the program. Then, you’ll learn about digital marketing and e-commerce basics, the tasks that people who work in these fields do, and the transferable skills you might already have. Finally, you’ll get some tips for embarking on careers in this field. 6 | 7 | ### Learning Objectives 8 | 9 | - Define the fields of digital marketing and e-commerce. 10 | 11 | - Describe the job responsibilities of an entry-level digital marketing coordinator or e-commerce analyst (and similar job titles). 12 | 13 | - Explain how this program will help prepare you for a career in digital marketing and e-commerce. 14 | 15 | - Recognize in-demand skills in digital marketing and e-commerce across industries. -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-3-digital-marketing-and-ecommerce-strategy/resources.md: -------------------------------------------------------------------------------- 1 | ## Digital marketing and e-commerce strategy 2 | 3 |
4 | 5 | You will explore the relationship between digital marketing and branding, and how businesses can leverage both to be successful. You’ll investigate the elements of a digital marketing strategy, including goal setting, channel selection, and content planning. Then you’ll learn about commonly used channels and platforms, like search engine optimization (SEO), search engine marketing (SEM), display advertising, social media marketing, and email marketing. 6 | 7 | ### Learning Objectives 8 | 9 | - Identify leading brands and elements that make brands successful. 10 | - Understand the elements and goals of a digital marketing and e-commerce strategy. 11 | - Understand the elements of advertisements, advertising goals, and advertising channels. 12 | - Define the difference between marketing and business goals and how they work together to help a business succeed. 13 | -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-1-introduction-attract-and-engage-customers-with-digital-marketing/readme.md: -------------------------------------------------------------------------------- 1 | ## Introduction to attract and engage customers with digital marketing 2 | 3 |
4 | 5 | You will continue to learn about the marketing funnel and its stages: awareness, consideration, conversion, and loyalty. You’ll also learn strategies for turning potential customers into paying and repeat customers at each stage of the marketing funnel. Finally, you’ll explore how to use customer personas to understand consumers’ goals, pain points, and preferred online platforms. 6 | 7 | ### Learning Objectives 8 | 9 | - Identify customer personas and build your target audience. 10 | - Describe the marketing funnel’s purpose and benefits. 11 | - Learn strategies to build brand awareness among potential customers. 12 | - Detail how to build interest and have potential customers consider your business. 13 | - Understand how to increase your conversion rate. 14 | - Apply strategies to build brand loyalty in paying customers. 15 | -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-1-introduction-interact-with-customers-online/readme.md: -------------------------------------------------------------------------------- 1 | ## Introduction to from likes to leads: interact with customers online 2 | 3 |
4 | 5 | You will study the importance of social media marketing in promoting a business or product. Next, you’ll explore common social media platforms used in digital marketing and how to choose the best platform for a campaign. Then, you’ll discover the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media. 6 | 7 | ### Learning Objectives 8 | 9 | - Define social media marketing and describe its purpose 10 | - Describe the benefits of social media marketing 11 | - Identify the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and advertising. 12 | - Understand the difference between paid, owned, and earned social media marketing. 13 | - Describe how social media marketing fits into the marketing funnel. 14 | -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-3-apply-search-engine-optimization/readme.md: -------------------------------------------------------------------------------- 1 | ## Apply search engine optimization (SEO) 2 | 3 |
4 | 5 | You will examine how to optimize a website for search engine optimization, including strategies for content, images, and linking. You’ll also learn how to help search engines better understand your content. Next, you’ll explore how to craft effective website titles and add structured data markups to help users and search engines find what they need. Then, you’ll learn all about how to use SEO tools to analyze search performance and user behavior. 6 | 7 | ### Learning Objectives 8 | 9 | - Optimize website content for search engine optimization. 10 | - Understand internal, outbound, and inbound links. 11 | - Create effective titles and meta descriptions for users and Google. 12 | - Understand structured data markup and its benefits. 13 | - Establish business details on Google. 14 | - Use Google Search Console and its reports to monitor a site’s presence in Google Search results. 15 | - Explore Bing Webmaster Tools and its benefits. 16 | -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-4-social-media-analytics-and-reporting/readme.md: -------------------------------------------------------------------------------- 1 | ## Social media analytics and reporting 2 | 3 |
4 | 5 | You will focus on the fourth core pillar of social media marketing: analytics and reporting. You’ll explore the importance of social media analytics and describe different analytics segments. Next, you’ll learn about popular analytics tools and understand how to use the data gathered to make decisions and improvements. Then, you’ll examine the importance of social media reports and practice creating one. 6 | 7 | ### Learning Objectives 8 | 9 | - Define social media analytics and describe its importance. 10 | - Identify metrics to track using social media analytics. 11 | - Describe popular analytics tools and their benefits. 12 | - Understand how to use the data gathered from social media analytics as a decision-making and improvement tool. 13 | - Learn what to include in a social media report. 14 | - Introduce common social media reporting software and describe how it is used. 15 | - Learn best practices for presenting a social media report. -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-5-paid-social-media/readme.md: -------------------------------------------------------------------------------- 1 | ## Paid social media 2 | 3 |
4 | 5 | You will focus on the fifth core pillar of social media marketing: paid social media. You’ll learn about the benefits of paid advertising on social media and how to choose the best platforms for your ads. You’ll also explore ad formats and content types for different social media platforms and measure the impact of an ad campaign on a social media platform. You’ll end the course by describing common types of social testing and how to run a social test. 6 | 7 | ### Learning Objectives 8 | 9 | - Achieve specific marketing goals through the use of paid social media. 10 | - Discuss the benefits of paid social media. 11 | - Discuss how to choose the ideal social media networks for ads. 12 | - Discuss how to develop a strategy for a paid social media campaign. 13 | - Explore ad formats for different social platforms. 14 | - Determine how to remarket to an advertising audience. 15 | - Understand how to set a paid social media budget. 16 | - Identify the most common types of paid social media bidding strategies. -------------------------------------------------------------------------------- /LICENSE: -------------------------------------------------------------------------------- 1 | MIT License 2 | 3 | Copyright (c) 2023 Patrick-Kyei 4 | 5 | Permission is hereby granted, free of charge, to any person obtaining a copy 6 | of this software and associated documentation files (the "Software"), to deal 7 | in the Software without restriction, including without limitation the rights 8 | to use, copy, modify, merge, publish, distribute, sublicense, and/or sell 9 | copies of the Software, and to permit persons to whom the Software is 10 | furnished to do so, subject to the following conditions: 11 | 12 | The above copyright notice and this permission notice shall be included in all 13 | copies or substantial portions of the Software. 14 | 15 | THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR 16 | IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY, 17 | FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE 18 | AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER 19 | LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM, 20 | OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE 21 | SOFTWARE. 22 | -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-2-strategy-planning-publishing/readme.md: -------------------------------------------------------------------------------- 1 | ## Social media strategy, planning, and publishing 2 | 3 |
4 | 5 | You will focus on the first two core pillars of social media marketing: strategy, and planning and publishing. You’ll also learn how to accomplish business goals with a social media marketing campaign and how to identify a target audience while building a brand identity on social media. Then, you’ll learn the differences between paid, owned, earned, and organic social media marketing. Then, you’ll determine how to publish content at the right time and with the right frequency. 6 | 7 | ### Learning Objectives 8 | 9 | - Define the goals of a social media campaign. 10 | - Explain how to identify a target audience on social media. 11 | - Determine how to choose social media platforms for a campaign. 12 | - Discuss different types of social media content and the formats in which they can be presented. 13 | - Understand how to build a brand identity on social media. 14 | - Determine how to publish content at the right time and with the right frequency. 15 | - Understand how to use social media management tools. 16 | - Develop a social media calendar. 17 | -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/README.md: -------------------------------------------------------------------------------- 1 | ## About this Course 2 | 3 |
4 | 5 | Think Outside the Inbox: Email Marketing is the fourth of seven courses in the Google Digital Marketing & E-commerce Certificate. This course will explore how to execute a successful email marketing campaign. Email marketing is one of the oldest and most proven digital marketing channels, and it is an essential component of an overall digital marketing strategy. Email is a primary channel for many businesses in reaching existing customers, encouraging interaction with the business, driving purchases, and building loyalty. In this course, you’ll explore email marketing and cover topics like: creating an email marketing strategy, executing email campaigns, and measuring the results of those campaigns. You’ll also learn how to use mailing lists and utilize automation and workflows. 6 | 7 | Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job. 8 | 9 | Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. 10 | 11 | By the end of this course, you will be able to do the following: 12 | - Write effective preview text and subject lines using best practices 13 | - Create email marketing automation and workflows 14 | - Build and maintain email lists 15 | - Write effective email copy 16 | - Conduct contact management and list segmentation 17 | - Employ best practices to handle personally identifiable information, or PII, and user data safely 18 | - Measure and analyze email campaign results -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/README.md: -------------------------------------------------------------------------------- 1 | # Foundations of Digital Marketing and E-commerce 2 | 3 |
4 | 5 | ## About this Course 6 | 7 | This is the first of seven courses in the Google Digital Marketing & E-commerce Certificate, which will equip you with the skills you need to apply to entry-level roles in these fields. People who work in digital marketing and e-commerce help their organizations attract new customers, engage customers through various digital channels, and drive transactions like purchases and customer loyalty. In this course, you’ll explore entry-level jobs in digital marketing and e-commerce and identify the roles and functions that those jobs play within an organization. You’ll also learn about the marketing funnel and how it shapes the customer journey. 8 | 9 | Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks, and helping you build your skills and prepare for the job. 10 | 11 | Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. 12 | 13 | By the end of this course, you will be able to do the following: 14 | - Define the fields of digital marketing and e-commerce 15 | - Describe the job responsibilities of an entry-level digital marketing coordinator and e-commerce analyst (and similar job titles) 16 | - Summarize how this program will help prepare you for a career in digital marketing and e-commerce 17 | - Identify the roles and functions that digital marketing and e-commerce play within an organization 18 | - Understand the customer journey and the function of journey maps 19 | - Explain the concept of a marketing funnel 20 | - Understand the elements and goals of a digital marketing and e-commerce strategy -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-4-measure-performance-success/use-data-insights-to-improve-a-strategy.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Use data insights to improve a strategy 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What is the purpose of attribution? 8 | 9 | - To shape customer-brand interaction 10 | 11 | 12 | - To convey data insights to a stakeholder audience 13 | 14 | 15 | - **To determine which touchpoints result in customer action** 16 | 17 | > The purpose of attribution is to determine which content and channels are responsible for generating leads, conversions, or sign-ups. Attribution allows businesses to use reporting data to find out which of their marketing and sales efforts are the most successful. 18 | 19 | 20 | - To collect and organize data 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | When determining specific touchpoints responsible for conversion, which attribution model is most accurate? 27 | 28 | - Last-click attribution 29 | 30 | 31 | - Linear attribution 32 | 33 | 34 | - **Data-driven attribution** 35 | 36 | > Data-driven attribution is most accurate. It measures customer engagement with marketing content across channels to understand what is motivating them to take action. It assigns credit to each touchpoint based on statistics like which ads or keywords most often lead to conversions. 37 | 38 | 39 | - First-click attribution 40 | 41 |
42 | 43 | ### Question 3 44 | 45 | What are the main components of data storytelling? Select three. 46 | 47 | + [x] Visualizations 48 | 49 | > Data storytelling has three main components: data, a compelling narrative, and clear visualizations. 50 | 51 | + [x] Data 52 | 53 | > Data storytelling has three main components: data, a compelling narrative, and clear visualizations. 54 | 55 | + [ ] Touchpoints 56 | 57 | + [x] Narrative 58 | 59 | > Data storytelling has three main components: data, a compelling narrative, and clear visualizations. 60 | 61 |
62 | 63 | ### Question 64 | 65 | Fill in the blank: In data storytelling, _____ context tells more about what your insights mean, why they matter to your specific audience, and what you can do about them. 66 | 67 | - **narrative** 68 | 69 | > In data storytelling, narrative context tells more about what your insights mean, why they matter to your specific audience, and what you can do about them. 70 | 71 | - data 72 | 73 | - touchpoint 74 | 75 | - visualization -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/README.md: -------------------------------------------------------------------------------- 1 | ## From Likes to Leads: Interact with Customers Online 2 | 3 |
4 | 5 | ### Build your Business expertise 6 | 7 | This course is part of the Google Digital Marketing & E-commerce Professional Certificate 8 | When you enroll in this course, you'll also be enrolled in this Professional Certificate. 9 | 10 | - Learn new concepts from industry experts 11 | - Gain a foundational understanding of a subject or tool 12 | - Develop job-relevant skills with hands-on projects 13 | - Earn a shareable career certificate from Google 14 | 15 | ### There are 5 modules in this course 16 | 17 | From Likes to Leads: Interact with Customers Online is the third of seven courses in the Google Digital Marketing & E-commerce Certificate. This course will help you develop social media marketing strategies. Social media is a key digital marketing channel for many businesses because of the large number of people who use social platforms to socialize, interact with businesses, and share content. No digital marketing strategy is complete without an online brand presence where customers can engage with a brand. In this course you’ll explore social media platforms and identify which platform is the most appropriate for specific business needs. You’ll learn how to create content for social media using graphic design principles for marketers and learn how to manage a social media presence. In addition you’ll set goals and success metrics for social media ads. 18 | 19 | Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job. 20 | 21 | Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. 22 | 23 | By the end of this course, you will be able to do the following: 24 | - Identify the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and advertising 25 | - Determine how to choose social media platforms for a campaign 26 | - Understand how to boost engagement on social media 27 | - Learn how to write, design, and repurpose engaging content for social media 28 | - Recognize how to use the data gathered from social media analytics as a decision-making tool 29 | - Learn best practices for presenting a social media report 30 | - Achieve specific marketing goals through the use of paid social media 31 | 32 | -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-3-apply-search-engine-optimization/optimize-a-websites-content.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Optimize a website's content 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | When creating website content, people with knowledge in the topic should create or edit the content. Which content recommendation does this describe? 8 | 9 | - Provide an appropriate amount of content for your subject. 10 | 11 | - Act in a way that cultivates user trust. 12 | 13 | - **Make expertise and authoritativeness clear.** 14 | 15 | > If you do not have a background or expertise in a topic you are writing about, consider having someone who does co-create the content or edit it. 16 | 17 | - Make the website useful and interesting. 18 | 19 |
20 | 21 | ### Question 2 22 | 23 | When creating an e-commerce website, you should ensure it has a clear customer service page and a secure connection. This best describes which content recommendation? 24 | 25 | - Make expertise and authoritativeness clear. 26 | 27 | - **Act in a way that cultivates user trust.** 28 | 29 | > Users feel comfortable visiting a site if they believe it is trustworthy. To cultivate a good reputation, provide information about who publishes the site, provides the content, and the organization’s goal. 30 | 31 | - Make the website useful and interesting. 32 | 33 | - Provide an appropriate amount of content for your subject. 34 | 35 |
36 | 37 | ### Question 3 38 | 39 | Which of the following is the term for text that describes an image and improves accessibility on webpages for people who have impaired vision? 40 | 41 | - **Alt text** 42 | 43 | > Google uses alt text along with computer vision algorithms and content on the page to understand the subject matter of the image. 44 | 45 | - Idea text 46 | 47 | - Understanding text 48 | 49 | - Content text 50 | 51 |
52 | 53 | ### Question 4 54 | 55 | Which of the following are features that help the Google algorithm better understand a photo? Select all that apply. 56 | 57 | + [x] Clear filename 58 | 59 | > A clear filename can give Google clues about the subject matter of the image. You should also include a descriptive page title and image caption. 60 | 61 | + [ ] Color sample 62 | 63 | + [x] Descriptive page title 64 | 65 | > Google will pull a title and snippet to describe the photo. However, you can assist by creating a descriptive page title. You should also include a photo caption and clear filename. 66 | 67 | + [x] Image caption 68 | 69 | > An image caption helps Google understand what is going on in the image. You should also include a descriptive page title and clear filename. 70 | -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-2-customer-journey-and-marketing-funnel/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 2 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Imagine that a bakery establishes an online presence and posts ads on various social media sites, but their ads are not attracting new customers. How can digital marketing help the bakery thrive online? 8 | 9 | - By intercepting spam to the bakery’s email inbox 10 | 11 | 12 | - By expanding the marketing budget for the bakery 13 | 14 | 15 | - By increasing sales for the bakery 16 | 17 | 18 | - **By helping the bakery reach potential customers** 19 | 20 |
21 | 22 | ### Question 2 23 | 24 | How can a digital marketing strategy get customers to come back for an additional purchase? 25 | 26 | - **By building customer trust** 27 | 28 | 29 | - By creating a print advertising campaign 30 | 31 | 32 | - By establishing a strong sales plan 33 | 34 | 35 | - By offering a first-time customer discount 36 | 37 |
38 | 39 | ### Question 3 40 | 41 | Consider the following scenario: 42 | 43 | There are two marketing managers. One manager has their team focus on figuring out how to sell more products. The other manager has their team focus on helping customers address pain points and achieve their goals. The first manager’s approach is about the company’s goals. What is the second approach about? 44 | 45 | - The brand’s marketing awareness 46 | 47 | 48 | - The company’s philosophy 49 | 50 | 51 | - **The customer journey** 52 | 53 | 54 | - The company’s sales goals 55 | 56 |
57 | 58 | ### Question 4 59 | 60 | Fill in the blank: Digital marketers use each interaction a customer has had with their brand along their purchase experience to create a _____, which helps companies understand how and why customers are interacting with their business. 61 | 62 | - product impact graph 63 | 64 | 65 | - customer impact collage 66 | 67 | 68 | - **customer journey map** 69 | 70 | 71 | - product marketing summary 72 | 73 |
74 | 75 | ### Question 5 76 | 77 | Why is a marketing funnel wide at the top and narrow at the bottom? 78 | 79 | - A marketing strategy requires many different investors at the top of the funnel, but only the most generous will continue on with the company and reach the bottom. 80 | 81 | 82 | - A company allows everyone to access their site at the top of the funnel, but only wants a small, select audience to reach the bottom to become repeat customers. 83 | 84 | 85 | - **Many potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers.** 86 | 87 | 88 | - A company needs a wide range of advertisements at the top of the funnel, but only a select few will reach potential customers at the bottom. -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-2-customer-journey-and-marketing-funnel/how-organizations-benefit-from-digital-marketing-and-e.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: How organizations benefit from digital marketing and e-commerce 2 |
3 | 4 | ### Question 1 5 | 6 | Beyond an online presence, how can a company stand out from its competitors and reach potential customers? 7 | 8 | - **With digital marketing** 9 | 10 | > With digital marketing, a company’s target audience will know it exists, how it can help them, as well as what makes the company different from the competition. 11 | 12 | - With a larger focus on driving sales 13 | 14 | - With e-commerce 15 | 16 |
17 | 18 | ### Question 2 19 | 20 | Fill in the blank: A successful digital marketing effort guides all of a company’s customer _____? 21 | 22 | - reviews 23 | 24 | - performance 25 | 26 | - sales 27 | 28 | - **interactions** 29 | 30 | > By guiding all customer interactions, a successful digital marketing effort allows companies to think strategically about how to best reach customers. 31 | 32 |
33 | 34 | ### Question 3 35 | 36 | Successful digital marketing allows companies to think strategically about how to reach customers at what points in the purchasing process? 37 | 38 | - During and after a purchase 39 | 40 | - Before and after a purchase 41 | 42 | - **Before, during, and after a purchase** 43 | 44 | > Successful digital marketing allows companies to think strategically about how to reach customers through digital channels before, during, and after a purchase. This well-coordinated strategy helps businesses to thrive online. 45 | 46 | - Before and during a purchase 47 | 48 |
49 | 50 | ### Question 4 51 | 52 | When beginning a digital marketing effort, what does a company need to research in order to set meaningful goals and measure success? 53 | 54 | - Popular news sites 55 | 56 | - Video adverstisements 57 | 58 | - Top social media platforms 59 | 60 | - **Target audience** 61 | 62 | > A company needs to research and learn about its target audience. By doing this research, a company will better understand how to engage new customers. With this information, a company can set meaningful goals and know how to measure its success. 63 | 64 |
65 | 66 | ### Question 5 67 | 68 | Which of the following examples are outcomes of a well-planned digital marketing strategy? Select three. 69 | 70 | + [ ] Employee retention 71 | 72 | + [x] Loyalty 73 | 74 | > A well-planned digital marketing strategy builds awareness, trust, and loyalty. 75 | 76 | + [x] Awareness 77 | 78 | > A well-planned digital marketing strategy builds awareness, trust, and loyalty. 79 | 80 | + [ ] Security 81 | 82 | + [x] Trust 83 | 84 | > A well-planned digital marketing strategy builds awareness, trust, and loyalty. 85 | -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-3-digital-marketing-and-ecommerce-strategy/create-a-digital-marketing-and-e-commerce-strategy.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Create a digital marketing and e-commerce strategy 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What is a digital marketing strategy? 8 | 9 | - A social media post that reaches new customers 10 | 11 | 12 | - A research framework for answering questions about customers 13 | 14 | 15 | - **A plan for achieving specific goals through online channels** 16 | 17 | > A good digital marketing strategy should support and advance a brand’s business objectives. 18 | 19 | 20 | - A method for prioritizing a brand’s overall business objectives 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | What step comes after there is a digital marketing strategy in place? 27 | 28 | - Set marketing-specific goals 29 | 30 | 31 | - Create customer personas 32 | 33 | 34 | - **Create content to run campaigns** 35 | 36 | > Marketers need effective content to run a campaign. That includes everything from email templates to video animations and ad copy. 37 | 38 | 39 | - Conduct research about competitors 40 | 41 |
42 | 43 | ### Question 3 44 | 45 | How does a marketing goal compare to a business goal? 46 | 47 | - A marketing goal affects an entire company. 48 | 49 | 50 | - **A marketing goal is smaller and more targeted.** 51 | 52 | > A marketing goal is smaller, targeted, and specific to marketing activities. A business goal is a big, long-term aim that may affect an entire company. 53 | 54 | 55 | - A marketing goal is bigger and long-term. 56 | 57 | 58 | - A marketing goal defines a brand’s business goals. 59 | 60 |
61 | 62 | ### Question 4 63 | 64 | Which of the following are examples of marketing goals? Select two. 65 | 66 | + [ ] Raising productivity 67 | 68 | + [ ] Improving customer service 69 | 70 | + [x] Enhancing brand awareness 71 | 72 | >Increasing email conversions and enhancing brand awareness are examples of marketing goals. These are targeted goals that tie directly to marketing objectives, not larger business goals. 73 | 74 | + [x] Increasing email conversions 75 | 76 | > Increasing email conversions and enhancing brand awareness are examples of marketing goals. These are targeted goals that tie directly to marketing objectives, not larger business goals. 77 | 78 |
79 | 80 | ### Question 5 81 | 82 | To connect marketing goals to business goals, what qualities must the goals share? Select two. 83 | 84 | + [ ] They are both long-term. 85 | 86 | + [x] They are both measurable. 87 | 88 | > Both the business goals and marketing goals need to be specific and measurable. A well-defined goal clarifies what must be done and how to know if the goal has been reached. 89 | 90 | + [x] They are both specific. 91 | 92 | > Both the business goals and marketing goals need to be specific and measurable. A well-defined goal clarifies what must be done and how to know if the goal has been reached. 93 | 94 | + [ ] They are both short-term. 95 | 96 | -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-2-types-of-email-marketing/types-of-emails.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Types of emails 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Fill in the blank: In email marketing campaigns, _____ are sent to gain new customers. 8 | 9 | - **acquisition emails** 10 | 11 | > In email marketing campaigns, acquisition emails are sent to gain new customers. They are part of the awareness section of the marketing funnel and are important to the growth of a company. 12 | 13 | 14 | - investment emails 15 | 16 | 17 | - attainment emails 18 | 19 | 20 | - survey emails 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | Which of the following are important to include in an acquisition email? Select all that apply. 27 | 28 | + [x] A glimpse into what the product or service will give customers 29 | 30 | > There are several important things to include in an acquisition email. These can include downloadable guides, product catalogs, PDFs, free trials, or a glimpse into what the product or service will give customers. Acquisition emails can also share new or educational information with customers. 31 | 32 | + [x] New or educational information 33 | 34 | > There are several important things to include in an acquisition email. These can include downloadable guides, product catalogs, PDFs, free trials, or a glimpse into what the product or service will give customers. Acquisition emails can also share new or educational information with customers. 35 | 36 | + [x] Downloadable guides, product catalogs, PDFs, or free trials 37 | 38 | + [ ] A customer satisfaction survey 39 | 40 |
41 | 42 | Question 3 43 | In email marketing campaigns, what type of emails are sent out to brand new customers or subscribers? 44 | 45 | - Customer emails 46 | 47 | 48 | - Acquisition emails 49 | 50 | 51 | - Closing emails 52 | 53 | 54 | - **Welcome emails** 55 | 56 | > In email marketing campaigns, welcome emails are sent out to brand new customers or subscribers. They serve as a virtual first impression a company makes with an email recipient. 57 | 58 |
59 | 60 | ### Question 4 61 | 62 | Which of the following are important to include in a welcome email? Select all that apply. 63 | 64 | + [ ] Mentions of trending topics, pop culture, or current events 65 | 66 | 67 | + [x] A brief summary that tells customers the story of the brand 68 | 69 | > A welcome email should be written in a conversational and inviting tone. It is also important to include a brief summary that tells customers the story of the brand, and a call to action. 70 | 71 | 72 | + [x] A conversational and inviting tone 73 | 74 | > A welcome email should be written in a conversational and inviting tone. It is also important to include a brief summary that tells customers the story of the brand, and a call to action. 75 | 76 | 77 | + [x] A call to action 78 | 79 | > A welcome email should be written in a conversational and inviting tone. It is also important to include a brief summary that tells customers the story of the brand, and a call to action. -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-4-measure-performance-success/measure-marketing-performance-success.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Measure marketing performance success 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Which of the following describes performance marketing? 8 | 9 | - A set of practices designed to increase the quantity and quality of traffic to a website 10 | 11 | 12 | - The process of identifying common search terms and phrases consumers use to find products or services online 13 | 14 | 15 | - The process of generating traffic to a website through paid ads that appear on search engine results pages 16 | 17 | 18 | - **The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies** 19 | 20 | > Performance marketing is the process of using concrete information about customer behaviors to plan and refine marketing and sales strategies. It focuses on measurable results, like clicks and conversions. 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | Which of the following are metrics used to measure marketing performance? Select all that apply. 27 | 28 | + [ ] Marketing funnel 29 | 30 | + [ ] Brand equity 31 | 32 | + [x] Return on ad spend (ROAS) 33 | 34 | > Return on ad spend (ROAS) and customer lifetime value are metrics used to measure marketing performance. ROAS measures how much revenue is gained versus how much was spent. 35 | 36 | + [x] Customer lifetime value 37 | 38 | > Return on ad spend (ROAS) and customer lifetime value are metrics used to measure marketing performance. Customer lifetime value measures the average revenue generated per customer over a certain period of time. 39 | 40 |
41 | 42 | ### Question 3 43 | 44 | What is data analytics? 45 | 46 | - The process of determining which content and channels are responsible for generating leads, conversions, or sign-ups 47 | 48 | 49 | - **The process of monitoring and evaluating data to gain actionable insights** 50 | 51 | > Data analytics is the process of monitoring and evaluating data to gain actionable insights. Some of the main data analytics tasks include pulling, reporting, and analyzing data. 52 | 53 | - The process of understanding how well a marketing strategy is meeting its goals 54 | 55 | 56 | - The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies 57 | 58 |
59 | 60 | ### Question 4 61 | 62 | Question 4 63 | Which of the following can be done with the data produced by performance marketing to better understand how well a marketing strategy is meeting its goals? Select all that apply. 64 | 65 | + [ ] Withholding 66 | 67 | + [x] Analyzing 68 | 69 | > To better understand how well a marketing strategy is meeting its goals, data produced by performance marketing can be reported, pulled, and analyzed. 70 | 71 | + [x] Pulling 72 | 73 | + [x] Reporting 74 | 75 | > To better understand how well a marketing strategy is meeting its goals, data produced by performance marketing can be reported, pulled, and analyzed. 76 | 77 | -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-2-types-of-email-marketing/retention-emails.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Retention emails 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Fill in the blank: An email sent to a current customer with the intent of keeping them as a customer is called a _____. 8 | 9 | - **retention email** 10 | 11 | > An email sent to a current customer with the intent of keeping them as a customer is called a retention email. 12 | 13 | 14 | - welcome email 15 | 16 | 17 | - promotional email 18 | 19 | 20 | - acquisition email 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | Which of the following should be included in a retention email? Select all that apply. 27 | 28 | + [ ] Expiring promotional discount 29 | 30 | + [x] A call to action 31 | 32 | > The goal of a retention email is to keep a current customer. To help do that, personalized, empathetic, and inviting language, and a call to action should all be included in a retention email. 33 | 34 | + [x] Empathetic and inviting language 35 | 36 | > The goal of a retention email is to keep a current customer. To help do that, personalized, empathetic, and inviting language, and a call to action should all be included in a retention email. 37 | 38 | + [x] Personalization 39 | 40 | > The goal of a retention email is to keep a current customer. To help do that, personalized, empathetic, and inviting language, and a call to action should all be included in a retention email. 41 | 42 |
43 | 44 | ### Question 3 45 | 46 | Fill in the blank: _____ is the practice of categorizing contacts by a predefined set of identifiers, so that each email feels relevant to every subscriber. 47 | 48 | - Investment 49 | 50 | 51 | - **Segmentation** 52 | 53 | > Segmentation is the practice of categorizing contacts by a predefined set of identifiers, so that each email feels relevant to every subscriber. 54 | 55 | 56 | - Acquisition 57 | 58 | 59 | - Call to action 60 | 61 |
62 | 63 | ### Question 4 64 | 65 | Which of the following are effective ways to get feedback from subscribers about email frequency in order to prevent them from unsubscribing? Select all that apply. 66 | 67 | + [ ] Ask for feedback only after a customer unsubscribes, then send daily subscription requests until they resubscribe 68 | 69 | 70 | + [ ] Continue sending daily emails until receiving an unsubscribe request 71 | 72 | + [x] Include a quick survey asking how often subscribers want to receive emails 73 | 74 | > Including a quick survey asking how often subscribers want to receive emails is an effective way to get feedback from subscribers and can help prevent them from unsubscribing. Sending a welcome email right when a subscriber signs up, asking them for feedback is also effective. 75 | 76 | + [x] Send a welcome email right when a subscriber signs up, asking them for feedback 77 | 78 | > Including a quick survey asking how often subscribers want to receive emails is an effective way to get feedback from subscribers and can help prevent them from unsubscribing. Sending a welcome email right when a subscriber signs up, asking them for feedback is also effective. -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-5-paid-social-media/target-your-social-advertising.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Target your social advertising 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What does a digital marketer need to determine first in order to develop a strategy for a paid social media campaign? 8 | 9 | - The budget 10 | 11 | 12 | - The platform 13 | 14 | 15 | - **The objective** 16 | 17 | > A digital marketer needs to first determine the objective. Then, they build the paid social media campaign around the objective. 18 | 19 | - The products 20 | 21 |
22 | 23 | ### Question 2 24 | 25 | Fill in the blank: A paid social media campaign should focus on reaching one of a company’s _____ on social media. 26 | 27 | - **customer personas** 28 | 29 | > A paid social media campaign should focus on reaching one of a company’s customer personas on social media. This will help to narrow down a company’s target audience so they can allocate the budget more effectively. 30 | 31 | 32 | - remarketed ads 33 | 34 | 35 | - competitors 36 | 37 | 38 | - best influencers 39 | 40 |
41 | 42 | ### Question 3 43 | 44 | What steps should a digital marketer take to develop a strategy for a paid social media campaign? Select all that apply. 45 | 46 | + [x] Develop and upload creatives 47 | 48 | To develop a strategy for a paid social media campaign, a digital marketer needs to define the campaign length, set a campaign budget, and develop and upload creatives. 49 | 50 | + [ ] Research their competitors 51 | 52 | + [x] Define the campaign length 53 | 54 | > To develop a strategy for a paid social media campaign, a digital marketer needs to define the campaign length, set a campaign budget, and develop and upload creatives. 55 | 56 | + [x] Set a campaign budget 57 | 58 | > To develop a strategy for a paid social media campaign, a digital marketer needs to define the campaign length, set a campaign budget, and develop and upload creatives. 59 | 60 | 61 | 62 |
63 | 64 | ### Question 4 65 | 66 | Consider the following scenario: 67 | 68 | A digital marketer is working on remarketing. To get started, they upload their list of email contacts to the platform of their choice. Their intended audience will then start seeing their company’s ads as they browse through that platform. 69 | 70 | What type of remarketing does this describe? 71 | 72 | - pixel-based 73 | 74 | - tagged-based 75 | 76 | 77 | - hashtag-based 78 | 79 | 80 | - **list-based** 81 | 82 | > To start list-based remarketing, a digital marketer will upload their list of email contacts to the platform of their choice. Their intended audience will then start seeing their company’s ads as they browse through that platform. 83 | 84 |
85 | 86 | ### Question 5 87 | 88 | How can a digital marketer remarket to an advertising audience? Select all that apply. 89 | 90 | + [ ] By remarketing to potential customers 91 | 92 | + [x] By limiting frequency of ads 93 | 94 | + [x] By personalizing ads 95 | 96 | > A digital marketer can remarket to an advertising audience by personalizing ads, limiting the frequency of ads, and untagging visitors who have made a purchase. 97 | 98 | + [ ] By untagging visitors who have made a purchase -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-2-customer-journey-and-marketing-funnel/the-marketing-funnel.md: -------------------------------------------------------------------------------- 1 | ## The marketing funnel 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What is the awareness stage of the marketing funnel? 8 | 9 | - **When potential customers encounter your brand for the first time** 10 | 11 | > The awareness stage is when a potential customer encounters your brand for the first time. At this stage, the customer probably does not know enough about your company to form an opinion. They are just aware it exists. 12 | 13 | 14 | - When potential customers start exploring your business and finding out what makes you different from the competition 15 | 16 | 17 | - When potential customers become leads 18 | 19 | 20 | - When potential customers use the rewards program your company has to offer them 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | What is the first step in making sure that your brand reaches the right audience? 27 | 28 | - Forming promotional partnerships with other brands 29 | 30 | 31 | - Optimizing website content around specific keywords 32 | 33 | 34 | - **Conducting research** 35 | 36 | > The first step in making sure your brand gets in front of the right audience is research. 37 | 38 | 39 | - Getting a potential customer to remember your company 40 | 41 |
42 | 43 | ### Question 3 44 | 45 | Which is an awareness tactic that businesses can use to reach customers? 46 | 47 | - Offer free trials, promotions, or trial memberships 48 | 49 | 50 | - Follow customer purchasing patterns 51 | 52 | 53 | - **Create ads for websites, social media, email, or video platforms** 54 | 55 | > Feedback: An awareness tactic that businesses can use to reach customers is to create ads. They can design ads for websites, social media, email, or video platforms. 56 | 57 | 58 | - Read online reviews and actively browse websites 59 | 60 |
61 | 62 | ### Question 4 63 | 64 | What is the goal of the consideration stage of the marketing funnel? 65 | 66 | - To improve awareness of a brand and its products or services 67 | 68 | 69 | - To diversify your brand’s social media presence in order to reach potential customers 70 | 71 | 72 | - **To increase the chances that a potential customer will make a purchase** 73 | 74 | > The consideration stage is the getting-to-know-you stage. It is when people start exploring your business and finding out what makes you different from the competition. The goal of the consideration stage is to increase the chances that a potential customer will eventually make a purchase. 75 | 76 | - To grow sales by creating brand awareness and customer loyalty 77 | 78 |
79 | 80 | ### Question 5 81 | 82 | Which is a consideration tactic aimed to educate potential customers about a company’s offerings? 83 | 84 | - **Offer engaging, useful content like blog posts, newsletters, or webinars** 85 | 86 | > Offering engaging, useful content like blog posts, newsletters, or webinars is a consideration tactic aimed to educate customers about the company’s offerings. 87 | 88 | 89 | - Form promotional partnerships with other brands or influencers 90 | 91 | 92 | - Improve potential customer rankings in search engine results 93 | 94 | 95 | - Pay to place digital ads in higher traffic sites 96 | 97 | 98 | -------------------------------------------------------------------------------- /README.md: -------------------------------------------------------------------------------- 1 | #Google Digital Marketing and E-commerce Module 2 | 3 |
4 | 5 | ![cert](patrick-kyei-digital-marketing.jpeg) 6 | 7 | 8 | - This repository is written for reference and self-documentation purposes 9 | 10 | - Feeel free to contribute 11 | 12 | ## About this Professional Certificate 13 | 14 |
15 | 16 | 17 | Prepare for a new career in the high-growth fields of digital marketing and e-commerce, in under six months, no experience or degree required. Businesses need digital marketing and e-commerce talent more than ever before; [86% of business leaders](https://www.gartner.com/en/marketing/research/state-of-digital-commerce-sem-digcomm?utm_source=google&utm_medium=cpc&utm_campaign=GML_NA_2021_GML_CPC_LG1_ALWAYSON&utm_adgroup=130458827183&utm_term=growth%20in%20e%20commerce&ad=572772144918&matchtype=p&gclid=CjwKCAjwrqqSBhBbEiwAlQeqGlylXrxqpD1b5KwbKUdVkjnFH8T-gSoCT0KxgLloBORIsYegpy7CqRoCFRUQAvD_BwE) report that digital commerce will be the most important route to growth. There are 218,000 U.S. job openings in this growing field, with a median entry-level salary of $51,000.¹ 18 | 19 | Throughout this program, you will gain in-demand skills that prepare you for an entry-level job and learn how to use tools and platforms like Canva, Constant Contact, Google Ads, Google Analytics, Hootsuite, HubSpot, Mailchimp, Shopify, and Twitter. You will learn from subject-matter experts at Google and have a chance to build your own portfolio with projects like customer personas and social media calendars to show to potential employers. 20 | 21 | 75% of Google Career Certificate graduates in the US report seeing a positive impact on their career within six months² 22 | 23 | Check out all Google Career Certificates [here](https://www.coursera.org/google-career-certificates). 24 | 25 | This program contains no confidential information. All Google Search features taught are publicly available, you can learn more in official Google Search [documentation](https://developers.google.com/search/docs). 26 | 27 | ¹US Burning Glass Labor Insight Report salary data (median with 0-5 years experience) and job opening data. Data for job roles relevant to featured programs (4/01/2021 - 3/31/22). 28 | 29 | ²Based on program graduate survey responses, United States, 2021 30 | 31 | ## Applied Learning Project 32 | 33 | This program includes over 190 hours of instruction and practice-based assessments, which simulate real-world digital marketing and e-commerce scenarios that are critical for success in the workplace. The content is highly interactive and developed by Google employees with experience in the field. 34 | 35 | Skills you’ll gain will include: Developing digital marketing and e-commerce strategies; attracting and engaging customers through digital marketing channels like search and email; measuring marketing analytics and sharing insights; building e-commerce stores, analyzing e-commerce performance, and building customer loyalty. 36 | 37 | Platforms and tools you will learn include: Canva, Constant Contact, Google Ads, Google Analytics, Hootsuite, HubSpot, Mailchimp, Shopify, and Twitter 38 | 39 | Through a mix of videos, assessments, and hands-on activities, you’ll learn how to use popular tools and platforms required for an entry-level job. Learn concrete skills that top employers are hiring for right now. 40 | -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-2-understand-seo/how-search-works.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: How search works 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What are the main processes the Google search engine uses to organize information online? Select three. 8 | 9 | + [ ] Deleting 10 | 11 | + [x] Indexing 12 | 13 | > Indexing is how Google stores the information found on webpages. The search engine will index anything on the page such as text, photos, and videos. The other Google search engine processes are crawling and serving. 14 | 15 | + [x] Crawling 16 | 17 | > Crawling is the process of finding new or updated webpages. Google explores the internet with automated programs called crawlers. These crawlers find new or updated webpages. The other Google search engine processes are indexing and serving. 18 | 19 | + [x] Serving 20 | 21 | > Serving is what happens when a user makes a search. The Google search algorithm sorts through billions of webpages to deliver the most relevant content for a given search. The other Google search engine processes are crawling and indexing. 22 | 23 |
24 | 25 | ### Question 2 26 | 27 | In the context of a search engine, what is an automated software that helps locate information to answer a user’s query? 28 | 29 | - Crawler 30 | 31 | 32 | - Website 33 | 34 | 35 | - **Algorithm** 36 | 37 | > In the context of a search engine, the purpose of an algorithm is to deliver the best results for a search. When ranking a webpage for a given search a search algorithm considers many factors, such as the quality of content and usability of the webpages. 38 | 39 | 40 | - Keyword 41 | 42 |
43 | 44 | ### Question 3 45 | 46 | What are some factors that the Google search engine considers when ranking websites? Select three. 47 | 48 | + [ ] Amount of the paid placement 49 | 50 | + [x] Usability of the webpages 51 | 52 | > Making a webpage that loads quickly and is mobile-friendly may increase its usability. Other factors the search engine considers when ranking websites include the meaning of the query and quality of the content. 53 | 54 | + [x] Meaning of the query 55 | 56 | + [x] Quality of the content 57 | 58 | > Google uses a number of factors to assess the quality of a piece of content, as well as the quality of a website overall. One way Google determines quality content is understanding if prominent websites link or refer to the content. Other factors the search engine considers when ranking websites include the meaning of the query and usability of the webpages. 59 | 60 |
61 | 62 | ### Questoin 4 63 | 64 | Which of the following features can you find in the search engine results pages (SERPs)? Select all that apply. 65 | 66 | + [ ] Google index 67 | 68 | + [x] Rich results 69 | 70 | > Rich results provide specific information about a webpage in the SERPs. Examples of this information are review rating, price, and availability. Other SERPs features include a featured snippet and videos. 71 | 72 | + [x] Featured snippet 73 | 74 | > A featured snippet is a special box that displays information about a search in the results page. The featured snippet displays when the search algorithm determines that the format will help people more easily discover what they are seeking. Other SERPs features include rich results and videos. 75 | 76 | + [x] Videos -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-1-introduction-attract-and-engage-customers-with-digital-marketing/awareness-and-consideration-stages-of-the-marketing-funnel.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Awareness and consideration stages of the marketing funnel 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What best describes the awareness stage of the marketing funnel? 8 | 9 | - When a potential customer talks to their friends about the product or service after making a purchase 10 | 11 | 12 | - When the marketer makes it easier for the customer to make a purchase 13 | 14 | 15 | - When the marketer builds interest about the product or service 16 | 17 | 18 | - **When a potential customer first learns of a product or service** 19 | 20 | > In the awareness stage, the potential customer does not know about the product or service. The marketer uses strategies and tactics to get the potential customer aware of the brand and to make a positive first impression. 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | Which of the following are strategies and tactics to increase awareness among potential customers? Select all that apply. 27 | 28 | + [ ] Remarketing ads 29 | 30 | + [x] Search engine marketing 31 | 32 | > While you can use search engine marketing throughout the marketing funnel, it is a strategy that can get the brand in front of potential customers using a search engine. 33 | 34 | + [ ] Email marketing 35 | 36 | + [x] Display marketing 37 | 38 | > While display advertising can be used throughout the marketing funnel, it is a strategy that can place the brand in front of potential customers on other websites and applications. 39 | 40 | + [x] Social media advertising 41 | 42 | > While you can use social media advertising throughout the marketing funnel, it’s a strategy that can get the brand in front of potential customers using social media. 43 | 44 |
45 | 46 | ### Question 3 47 | 48 | - Consideration stage strategies cost more than awareness strategies. 49 | 50 | 51 | - The awareness stage strategies need management approval. 52 | 53 | 54 | - Awareness stage strategies are easier to do than consideration strategies. 55 | 56 | 57 | - **The consideration stage may be more in-depth and persuasive.** 58 | 59 | > The type of marketing a professional applies may be different for either funnel stage. During the consideration stage, the potential customer already knows about the brand. At this point it is recommended to provide more in-depth information to persuade the potential customer to become a paying customer. 60 | 61 |
62 | 63 | ### Question 4 64 | 65 | Which of the following are strategies and tactics to build _consideration_ among potential customers? Select all that apply. 66 | 67 | + [x] Do email marketing 68 | 69 | > Email marketing is when you send promotional or educational emails to potential customers. Most likely they already know about the brand. Other strategies include displaying testimonials and sending remarketing ads. 70 | 71 | + [ ] Offer a rewards program 72 | 73 | + [x] Send remarketing ads 74 | 75 | > Remarketing ads are advertisements delivered to previous purchasers, subscribers, or visitors to a brand’s website or social media. Other strategies include doing email marketing and displaying testimonials. 76 | 77 | + [ ] Increase website speed 78 | 79 | + [ ] Display testimonials -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-1-introduction-attract-and-engage-customers-with-digital-marketing/conversion-and-loyalty.md: -------------------------------------------------------------------------------- 1 | ## Pratice Quiz: Conversion and loyalty 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What best describes the conversion stage of the marketing funnel? 8 | 9 | - **The process to get a potential customer to take a desired action** 10 | 11 | > A conversion could be any desired action you would like the potential customer to take, such as signing up for a consultation, coming into the store, or making an online purchase. 12 | 13 | - The process to reduce costs and meet the budget 14 | 15 | - The process to build interest among a potential customer 16 | 17 | - The process to make a potential customer first aware of a brand 18 | 19 |
20 | 21 | ### Question 2 22 | 23 | Which of the following are strategies and tactics to increase the conversion rate of potential customers? Select all that apply. 24 | 25 | + [x] Offer a money back guarantee 26 | 27 | > A money back guarantee can give a potential customer the confidence to make the purchase. Other conversion strategies are to increase website speed, experiment with A/B tests, and to pursue abandoned carts. 28 | 29 | + [ ] Ignore abandoned carts 30 | 31 | + [x] Experiment with A/B tests 32 | 33 | > A/B tests are when you compare two versions of a webpage to determine which has the highest conversion rate. Other conversion strategies are to increase website speed, offer a money back guarantee, and to pursue abandoned carts. 34 | 35 | + [x] Increase website speed 36 | 37 | > Conversion percentages increase as the webpage load speed decreases. There are specific strategies to increase website speed, such as reducing image size. Other conversion strategies are to offer a money back guarantee, experiment with A/B testing, and pursue abandoned carts. 38 | 39 |
40 | 41 | ### Question 3 42 | 43 | What best describes the loyalty stage of the marketing funnel? 44 | 45 | - When customers click on an online ad for a brand 46 | 47 | - When customers first become aware of a brand 48 | 49 | - **When customers become repeat customers and brand advocates** 50 | 51 | > Ideally, some customers will become voices of the brand. They might speak positively about the product to family and friends or post on social media about their experience. 52 | 53 | -When customers’ interest initially builds in a brand 54 | 55 |
56 | 57 | ### Question 4 58 | 59 | Which of the following are strategies and tactics to increase the loyalty of paying customers? Select all that apply. 60 | 61 | + [x] Offer a reward program 62 | 63 | > A rewards program incentivizes customers to keep coming back to the business. Other loyalty strategies are to encourage reviews and to provide freebies. 64 | 65 | + [x] Provide freebies 66 | 67 | > Freebies are ways to remind customers of the brand. Examples of freebies include a sticker, magnet, t-shirt, or something related to the business. Other loyalty strategies are to offer a rewards program and to encourage reviews. 68 | 69 | + [x] Encourage reviews 70 | 71 | > Reviews could be left in person or online. A common place to leave an online review is on social media. Other loyalty strategies are to offer a rewards program and to provide freebies. 72 | 73 | + [ ] Optimize the checkout process 74 | 75 | + [ ] Increase site speed 76 | 77 | 78 | -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-2-types-of-email-marketing/newsletters-and-promotional-emails.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Newsletters and promotional emails 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Fill in the blank: In email marketing, _____ are regularly sent out to subscribers and are used to tell stories or update them on any relevant offers or anecdotes from within a company. 8 | 9 | - **newsletters** 10 | 11 | > Newsletters are regularly sent out to subscribers and used to tell stories or update them on any relevant offers or anecdotes from within a company. 12 | 13 | - bi-annuals 14 | 15 | 16 | - throwaways 17 | 18 | 19 | - annuals 20 | 21 |
22 | 23 | ### Question 2 24 | 25 | What type of communications are sent out to inform a company’s subscribers of new or existing products or services? 26 | 27 | - **Promotional emails** 28 | 29 | > Promotional emails are specifically sent out to inform a company’s subscribers of new or existing products or services. Acquisition emails are sent with the intention to acquire new customers. 30 | 31 | 32 | - Welcome emails 33 | 34 | 35 | - Acquisition emails 36 | 37 | 38 | - Newsletters 39 | 40 |
41 | 42 | ### Question 3 43 | 44 | Which of the following are potential benefits of sending out newsletters? Select all that apply. 45 | 46 | + [x] Advertising a product or service. 47 | 48 | > Creating lasting relationships with customers, advertising a product or service, and informing and educating customers are all potential benefits of sending out newsletters. 49 | 50 | + [x] Informing and educating customers 51 | 52 | > Creating lasting relationships with customers, advertising a product or service, and informing and educating customers are all potential benefits of sending out newsletters. 53 | 54 | + [x] Creating lasting relationships with customers 55 | 56 | > Creating lasting relationships with customers, advertising a product or service, and informing and educating customers are all potential benefits of sending out newsletters. 57 | 58 | + [ ] Providing a virtual first impression 59 | 60 |
61 | 62 | ### Question 4 63 | 64 | Which of the following are goals for promotional emails? Select all that apply. 65 | 66 | + [x] Encouraging subscribers to take some kind of action 67 | 68 | > Speeding up the buying process, encouraging subscribers to take some kind of action, and creating new or repeat customers are all goals for promotional emails. 69 | 70 | + [ ] Welcoming new customers 71 | 72 | + [x] Creating new or repeat customers 73 | 74 | > Speeding up the buying process, encouraging subscribers to take some kind of action, and creating new or repeat customers are all goals for promotional emails. 75 | 76 | + [x] Speeding up the buying process 77 | 78 | > Speeding up the buying process, encouraging subscribers to take some kind of action, and creating new or repeat customers are all goals for promotional emails. 79 | 80 |
81 | 82 | ### Question 5 83 | 84 | Which of the following are important to include in the preview text of a newsletter? Select all that apply. 85 | 86 | + [x] Align preview text with the text in the subject line 87 | 88 | + [x] Keep preview text between 35-50 characters so subscribers can read it quickly 89 | 90 | + [ ] Break up blocks of text with white space 91 | 92 | + [x] Include the most important piece of information from the email body 93 | -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-4-collect-and-analyze-email-campaign-data/present-to-stakeholders.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Present to stakeholders 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What main metric should you put in an email marketing report? 8 | 9 | - Unsubscribe rate 10 | 11 | 12 | - **Key performance indicators (KPIs)** 13 | 14 | > You present KPIs to your team and stakeholders to inform them of your campaign’s progress. 15 | 16 | 17 | - Open rate 18 | 19 | 20 | - Forward rate 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | Which of the following best describes what it means to be concise when presenting to stakeholders? 27 | 28 | - Go over the scheduled meeting time to show you worked hard on the report. 29 | 30 | 31 | - Use technical language and jargon to indicate that you are an expert. 32 | 33 | 34 | - Present the entire campaign story by providing all the data. 35 | 36 | 37 | - **Only include details necessary to tell your campaign story.** 38 | 39 | > Avoid jargon and technical language, so that anyone can understand your report, even if they are not familiar with email marketing metrics. 40 | 41 |
42 | 43 | ### Question 3 44 | 45 | Using software such as Google Slides, Microsoft PowerPoint, or Canva can help your presentation do what? 46 | 47 | - **Be visually interesting and engaging** 48 | 49 | > Using visual-based images, diagrams, and charts allows you to be more engaging with your stakeholders. Being engaging is important because you want your audience to be interested and entertained. 50 | 51 | - Be relatable and empathetic 52 | 53 | 54 | - Stay under budget 55 | 56 | 57 | - Shorten the delivery time 58 | 59 |
60 | 61 | ### Question 4 62 | 63 | Which of the following are tips for giving presentations? Select all that apply. 64 | 65 | + [x] Know your audience. 66 | 67 | > The tone and content of your presentation should be appropriate for the audience you are connecting with. For example, your presentation should be more informal and use different terminology when you’re with a group of colleagues than when you’re with external clients. Other presenting tips include speaking clearly and slowly, allowing for pauses, and telling a story. 68 | 69 | + [x] Tell a story. 70 | 71 | > Tell stories about actual customers and share their quotes, photos, or short video clips in your presentation. These stories are more powerful than simply sharing research insights because they show emotions, pain points, and what customers love about the product. Other presenting tips include speaking clearly and slowly, allowing for pauses, telling a story, and knowing your audience. 72 | 73 | + [x] Speak clearly and slowly. 74 | 75 | > If you’re nervous while presenting, you might speak too fast. Your audience should be able to clearly understand everything you say. Therefore, it helps to pace yourself and slow down while you speak. Other presenting tips include allowing for pauses, telling a story, and knowing your audience. 76 | 77 | + [ ] Avoid eye contact. 78 | 79 | + [x] Allow for pauses. 80 | 81 | > Pauses display confidence and help set the pace for your presentation. Some ideal times to stop for pauses include when you pose a question to the audience or when you transition to a new section of your presentation. Other presenting tips include speaking clearly and slowly, telling a story, and knowing your audience. -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-5-paid-social-media/paid-ads-on-social-media.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Paid ads on social media 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Fill in the blank: Paid social media is an effective way to increase _____. It allows a digital marketer to place ads in a prominent position in their audience’s feeds. 8 | 9 | - influencer endorsement 10 | 11 | 12 | - product inventory 13 | 14 | 15 | - print marketing 16 | 17 | 18 | - **brand awareness** 19 | 20 | > Paid social media is an effective way to increase brand awareness. It allows a digital marketer to place ads in a prominent position in their audience’s feeds. This helps to get the audience’s attention, even if they do not search for or follow the brand. 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | What are the benefits of paid social media? Select all that apply. 27 | 28 | + [x] Increase remarketing capabilities 29 | 30 | > Placing paid ads on social media can reach a company’s audience quickly, as well as target a company’s most relevant customers. Using paid social media can also increase a company’s remarketing capabilities. 31 | 32 | + [ ] Improve customer service 33 | 34 | + [x] Reach an audience quickly 35 | 36 | > Placing paid ads on social media can reach a company’s audience quickly, as well as target a company’s most relevant customers. Using paid social media can also increase a company’s remarketing capabilities. 37 | 38 | + [x] Target relevant customers 39 | 40 | > Placing paid ads on social media can reach a company’s audience quickly, as well as target a company’s most relevant customers. Using paid social media can also increase a company’s remarketing capabilities. 41 | 42 |
43 | 44 | ### Question 3 45 | 46 | Unlike organic social media, paid social media is best at achieving which types of goals? Select all that apply. 47 | 48 | + [x] Raising brand awareness 49 | 50 | > Paid social media is best for raising brand awareness, targeting specific audiences, and driving conversions. 51 | 52 | + [x] Driving conversions 53 | 54 | > Paid social media is best for raising brand awareness, targeting specific audiences, and driving conversions. 55 | 56 | + [x] Target specific audiences 57 | 58 | > Paid social media is best for raising brand awareness, targeting specific audiences, and driving conversions. 59 | 60 | + [ ] Building connections with competitors 61 | 62 |
63 | 64 | ### Question 4 65 | 66 | How can a company use paid social media to achieve their goal of reaching specific audiences? 67 | 68 | - By targeting ads to lookalike audiences 69 | 70 | > A company can use paid social media to reach a specific audience by targeting ads to lookalike audiences. Using paid social media funds to boost top performing organic content is a great way to increase brand awareness. But, it will not help a company achieve their goal of reaching a specific audience. 71 | 72 | - By redirecting their competition’s audience 73 | 74 | 75 | - By remarketing ads on each social media platform 76 | 77 | 78 | - By using funds to boost top performing organic content 79 | 80 | ### Question 5 81 | 82 | How can a company use paid social media to increase conversions? 83 | 84 | - **By optimizing ads with A/B testing** 85 | 86 | > With paid social media, a company can use A/B testing to optimize their ads. This will increase conversions. 87 | 88 | - By selling more products 89 | 90 | 91 | - By expanding their budget 92 | 93 | 94 | - By targeting an elite audience -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-1-introduction/pestle-swot-and-setting-smart-goals.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: PESTLE, SWOT, and setting SMART goals 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Fill in the blank: _____ is the process of sending messages to a list of existing subscribers to share information, drive sales, or create community. 8 | 9 | - Consumer marketing 10 | 11 | 12 | - Social marketing 13 | 14 | 15 | - **Email marketing** 16 | 17 | > Email marketing is the process of sending messages to a list of existing subscribers to share information, drive sales, or create community. It is an effective tool for promoting services, products, goods, and stories. 18 | 19 | 20 | - Brand marketing 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | Which of the following factors make email marketing effective? Select all that apply. 27 | 28 | + [x] Number of email users 29 | 30 | > The lifespan of email, the insights gained from email, and the number of email users are all factors that make email marketing effective. 31 | 32 | + [x] Lifespan of email 33 | 34 | > The lifespan of email, the insights gained from email, and the number of email users are all factors that make email marketing effective. 35 | 36 | + [x] Insights gained from email 37 | 38 | > The lifespan of email, the insights gained from email, and the number of email users are all factors that make email marketing effective. 39 | 40 | + [ ] Difficulty of email use 41 | 42 |
43 | 44 | ### Question 3 45 | 46 | In marketing, a SWOT audit refers to Strengths, Weaknesses, Opportunities, and Threats. A PESTLE audit refers to Political, Economic, Social, Technological, Legal, and Environmental factors. 47 | 48 | Which of the following describes the relationship between a SWOT audit and a PESTLE audit? 49 | 50 | - A PESTLE audit examines the internal context of a brand. A SWOT audit examines the external context of a brand. 51 | 52 | 53 | - **A SWOT audit examines the internal context of a brand. A PESTLE audit examines the external context of a brand.** 54 | 55 | > A SWOT audit examines the internal context of a brand, such as the team and its resources. A PESTLE audit examines the external context of a brand, including factors that may affect the marketing strategy. Marketers typically perform both PESTLE and SWOT audits while establishing campaign strategies. 56 | 57 | - Both a SWOT audit and PESTLE audit examine the external context of a brand. 58 | 59 | 60 | - Both a SWOT audit and PESTLE audit examine the internal context of a brand. 61 | 62 |
63 | 64 | ### Question 4 65 | 66 | Fill in the blank: A _____ goal is specific, measurable, attainable, relevant, and time bound. 67 | 68 | - consumer 69 | 70 | 71 | - **SMART** 72 | 73 | > A SMART goal is specific, measurable, attainable, relevant, and time bound. 74 | 75 | 76 | - brand 77 | 78 | - marketing 79 | 80 |
81 | 82 | ### Question 5 83 | 84 | Why is it important for a marketing goal to have a deadline? 85 | 86 | - Without a deadline, there is no real way to know if a goal is challenging. 87 | 88 | 89 | - Without a deadline, there is no real way to know what specific goal should be accomplished. 90 | 91 | 92 | - **Without a deadline, there is no way to know if a goal is making progress at a good pace.** 93 | 94 | > It is important for a marketing goal to have a deadline because without one, there is no real way to know if a goal is making progress at a good pace. 95 | 96 | 97 | Without a deadline, there is no real way to know if a goal is interesting. -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-2-understand-seo/keyword-research-and-website-structure.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Keyword research and website structure 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Which of the following best describes keyword research? 8 | 9 | - The process of placing advertisements within the search engine. 10 | 11 | 12 | - The process of creating fictional representations of ideal customers. 13 | 14 | 15 | - The process of increasing the visibility of webpages in the search engines. 16 | 17 | 18 | - **The process of finding the terms people use in the search engine.** 19 | 20 | > There is no single correct way to do keyword research. Different organizations you work at may have different recommended processes. 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | Fill in the blank: _____ refers to the practice of loading a webpage with keywords in an attempt to manipulate a site’s ranking in the search results. 27 | 28 | - **Keyword stuffing** 29 | 30 | > Feedback: Filling pages with keywords results in a negative user experience, and can harm your site’s ranking. You should focus on creating useful, information-rich content that uses keywords appropriately and in context. 31 | 32 | 33 | - Keyword relevance 34 | 35 | 36 | - Keyword analysis 37 | 38 | 39 | - Keyword ranking 40 | 41 |
42 | 43 | ### Question 3 44 | 45 | Which of the following are reasons to plan out a website’s structure? Select all that apply. 46 | 47 | + [x] Assist the search engine crawlers 48 | 49 | > Feedback: If a website has pages with no links to it, it could take longer for the Google crawlers to discover it. Other reasons to plan out a website’s structure are to have a consistent and readable URL structure and to improve user experience. 50 | 51 | + [x] Create consistent and readable URL structure 52 | 53 | > The URL is the address of a webpage. It is best practice to have clear URLs. Website visitors may be intimidated by URLs with confusing and unrecognizable words. Other reasons to plan out a website’s structure are to assist search engine crawlers and to improve user experience. 54 | 55 | + [x] Improve user experience 56 | 57 | > If a user has difficulty navigating a website, it is likely they will leave. Other reasons to plan out a website’s structure are to assist search engine crawlers and to have a consistent and readable URL structure. 58 | 59 | + [ ] Spend less on advertising 60 | 61 |
62 | 63 | ### Question 4 64 | 65 | Which of the following are tips to consider when creating a website’s structure and navigation? Select all that apply. 66 | 67 | + [x] Use https:// whenever possible 68 | 69 | > The internet protocol https:// protects the integrity and confidentiality of data between the user’s computer and the website. Other tips include to create a navigational page for users and to show useful 404 pages. 70 | 71 | + [x] Show useful 404 pages 72 | 73 | > A 404 page is the URL that tells the user that a webpage does not exist. Create a custom 404 page that guides visitors back to the home page or other popular webpage content. Other tips are to use https:// whenever possible and to create a navigational page for users. 74 | 75 | + [x] Create a navigational page for users 76 | 77 | > The navigational page is a simple page on the website that displays the website’s structure. It usually consists of a hierarchical listing of all the pages on the site. Other tips are to use https:// whenever possible and to show useful 404 pages. 78 | 79 | + [ ] Ensure some pages are not reachable by any internal links 80 | -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-2-customer-journey-and-marketing-funnel/marketing-and-sales-funnel.md: -------------------------------------------------------------------------------- 1 | ## The marketing (and sales) funnel 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Fill in the blank: The path a customer takes from learning about a product to getting their questions answered to making a purchase, is _____. 8 | 9 | - **the customer journey** 10 | 11 | > The customer journey is the path a customer takes from learning about a product to getting their questions answered to making a purchase. 12 | 13 | - the retailer’s revenue map 14 | 15 | 16 | - the touchpoint 17 | 18 | 19 | - the customer pain point 20 | 21 |
22 | 23 | ### Question 2 24 | 25 | What is a customer journey map? 26 | 27 | - **A visualization of the touchpoints a typical customer encounters along their purchase journey.** 28 | 29 | > A customer journey map is a visualization of the touchpoints a typical customer encounters along their purchase journey. 30 | 31 | 32 | - A specific problem customers and potential customers want to solve. 33 | 34 | 35 | - A marketing effort that encourages potential customers to make purchases. 36 | 37 | 38 | - A record of each customer who abandoned their cart to shop at another brand. 39 | 40 |
41 | 42 | ### Question 3 43 | 44 | Fill in the blank: A _____ is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers. 45 | 46 | - touchpoint 47 | 48 | 49 | - **marketing funnel** 50 | 51 | > A marketing funnel is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers. 52 | 53 | 54 | - purchase journey 55 | 56 | 57 | - customer map 58 | 59 |
60 | 61 | ### Question 4 62 | 63 | Why is a marketing funnel wide at the top and narrow toward the bottom? 64 | 65 | - Because all customers intend to continue to be loyal and committed to a specific brand at the top of the funnel, but only a few actually convert to become repeat customers by the time they reach the bottom. 66 | 67 | 68 | - Because customers have a lot of pain points that need to be resolved at the beginning of the funnel, but only some problems remain once they reach the bottom of the funnel. 69 | 70 | 71 | - Because most customers are familiar with a company’s brand, but only a handful of customers are actually knowledgeable about the products once they reach the bottom. 72 | 73 | 74 | - **Because a lot of potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers.** 75 | 76 | > A marketing funnel is wide at the top because a lot of potential customers will enter the top of the funnel. It narrows toward the bottom because only some of the people who enter the funnel will reach the bottom to become loyal customers. 77 | 78 |
79 | 80 | ### Question 5 81 | 82 | What are the stages of a marketing funnel? Select four. 83 | 84 | + [x] Loyalty 85 | 86 | > A marketing funnel has four stages: awareness, consideration, conversion, and loyalty. 87 | 88 | + [x] Conversion 89 | 90 | > A marketing funnel has four stages: awareness, consideration, conversion, and loyalty. 91 | 92 | + [ ] Promotion 93 | 94 | + [x] Consideration 95 | 96 | > A marketing funnel has four stages: awareness, consideration, conversion, and loyalty. 97 | 98 | + [x] Awareness 99 | 100 | > A marketing funnel has four stages: awareness, consideration, conversion, and loyalty. -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-1-introduction-attract-and-engage-customers-with-digital-marketing/create-customer-personas-for-your-target-audience.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Create customer personas for your target audience 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What are the main components of a customer persona? Select all that apply. 8 | 9 | + [ ] The personal characteristics the persona represents 10 | 11 | 12 | + [x] The entire set of demographic data for the persona 13 | 14 | 15 | + [x] The barriers that keep the persona from achieving their goals 16 | 17 | > The persona’s pain points are another way to think of their barrier. In addition to the barrier, you should also include the persona’s characteristics, and the goal they want to achieve. 18 | 19 | + [x] The goals the persona wants to achieve 20 | 21 | > In addition to the goal the persona wants to achieve, you should also include the demographics of who the persona represents, and the barriers keeping them from achieving their goals. 22 | 23 |
24 | 25 | ### Question 2 26 | 27 | Why would you create customer personas? Select all that apply. 28 | 29 | + [x] To make it easier to create customized content 30 | 31 | > By creating personas, you can better understand how the customer thinks, what they want to achieve, and what is holding them back from achieving it. Personas also make it easier to better understand the customer’s perspective and create effective ad targeting. 32 | 33 | + [x] To better understand the customer’s perspective 34 | 35 | > By creating customer personas, you can better understand and relate to the customers’ point of view. Personas also make it easier to create customized content and effective ad targeting. 36 | 37 | 38 | + [x] To create effective ad targeting 39 | 40 | > Effective ad targeting helps you get your ads displayed to potential customers. Customer personas help you identify ad targeting options, such as interests, topics, and locations. Personas also help you better understand the customer’s perspective and make it easier to create customized content. 41 | 42 | + [ ] To develop the budget 43 | 44 |
45 | 46 | ### Question 3 47 | 48 | What are ways to collect customer data? Select all that apply. 49 | 50 | + [x] Review previous customer data 51 | 52 | > It is possible that the business already has existing data about its customers. Review this information for details such as location, sales history, and customer service notes. Other ways to collect customer data include conducting customer interviews and analyzing web data. 53 | 54 | + [x] Analyze web data 55 | 56 | > The web data could be from social media analytics or from website analytics. Often this web data includes demographic and location information. Other ways to collect customer data include reviewing previous customer data and conducting customer interviews. 57 | 58 | + [x] Conduct customer interviews 59 | 60 | > Customer interviews ask customers directly, often in-person, about their experience with a product or service. Other ways to collect customer data include reviewing previous customer data and analyzing web data. 61 | 62 | + [ ] Assume based on prior experiences 63 | 64 |
65 | 66 | ### Question 4 67 | 68 | Fill in the blank: _____ are information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location. 69 | 70 | - Goals 71 | 72 | 73 | - **Demographics** 74 | 75 | > Demographics are often incorporated into customer personas. There are many ways to collect demographic data including interviews, web data, and existing customer data. 76 | 77 | 78 | - Barriers 79 | 80 | 81 | - Quotes 82 | 83 | -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-4-search-engine-marketing-and-display-advertising/understand-search-engine-marketing-sem.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Understand search engine marketing (SEM) 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What is the benefit of the pay-per-click (PPC) payment model? 8 | 9 | - **The advertiser only pays when someone clicks on an ad.** 10 | 11 | > PPC ensures that Google Ads is aligned with the advertiser. Google Ads is motivated to show the right ads to users—the ones that will get clicked on—in order to get paid. 12 | 13 | 14 | - The advertiser only pays a large upfront cost for the ad. 15 | 16 | 17 | - The advertiser only pays when someone sees the ad online. 18 | 19 | 20 | - The advertiser only pays when a sale occurs on their website. 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | Which of the following are search engine marketing (SEM) advantages? Select all that apply. 27 | 28 | + [x] To reach likely customers 29 | 30 | > SEM allows an advertiser to reach potential customers searching for the products or services they provide. Other SEM advantages are to quickly appear in the search results pages and learn which ads are driving sales. 31 | 32 | + [x] To learn which ads are driving sales 33 | 34 | > By using SEM, an advertiser can test different ads and learn which are leading to more sales or actions. Other SEM advantages are to reach likely customers and to quickly appear in the search results pages. 35 | 36 | + [ ] To display a graphics-based ad to likely customers 37 | 38 | + [x] To quickly appear in the search results pages 39 | 40 | > A new website can have difficulty appearing in search engine results pages. By doing SEM, a new website can appear in the SERPs quickly. Other SEM advantages are to reach likely customers and learn which ads are driving sales. 41 | 42 |
43 | 44 | ### Question 3 45 | 46 | Which of the following are types of ads someone may encounter in the search engine results pages (SERPs)? Select all that apply. 47 | 48 | + [x] Shopping ads 49 | 50 | > Shopping ads are specifically for e-commerce businesses. They show products related to the search. Shopping ads differ from text ads because the product’s photo shows in the SERPs. Other ads include text ads and local service ads. 51 | 52 | + [ ] Display ads 53 | 54 | + [x] Local service ads 55 | 56 | > Local service ads are specifically for businesses with local, service-based customers. For example, locksmiths, plumbers, electricians, and real estate agents. Other ads include text ads and shopping ads. 57 | 58 | + [x] Text ads 59 | 60 | > Text ads are classic ads with a title that is a link. Below the title is a short description of the webpage. The description should appeal to the searcher and help them understand what they will find if they click on the webpage link. Other ads include shopping ads and local service ads. 61 | 62 |
63 | 64 | ### Question 4 65 | 66 | Which of the following are types of Google Ad extensions? Select all that apply. 67 | 68 | + [x] Price extension 69 | 70 | > The price extension is specifically for e-commerce businesses. The extension lists a specific product and its price. Other ad extensions include the sitelink extension and location extension. 71 | 72 | + [ ] Website extension 73 | 74 | + [x] Sitelink extension 75 | 76 | > The sitelink extension provides website links that may be helpful to the searcher. They appear on text-based ads. Other ad extensions include the location extension and price extension. 77 | 78 | + [x] Location extension 79 | 80 | > The location extension enables customers to find a local business and pull it up in Google Maps. Other ad extensions include the sitelink extension and price extension. -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-4-search-engine-marketing-and-display-advertising/apply-search-engine-marketing.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Apply search engine marketing 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Which of the following are some steps to take when creating a Google Ad? Select all that apply. 8 | 9 | + [ ] Schedule an appointment with a Google representative. 10 | 11 | + [x] Set a budget. 12 | 13 | > The budget sets the maximum amount you will spend. You can change it at any time. You will set a daily average budget that specifies how much to spend each day over the course of one month. Other Google Ad setup steps are to choose the campaign type, and choose a bidding strategy. 14 | 15 | + [x] Choose the campaign type. 16 | 17 | > The campaign type determines where your ads will show and what they will look like. Campaign type options include locations such as Search, Shopping, Local, or Video. Other Google Ad setup steps are to set a budget, and choose a bidding strategy. 18 | 19 |
20 | 21 | ### Question 2 22 | 23 | Which keyword matching type is the most flexible and may match to queries that do not include the keyword itself? 24 | 25 | - Phrase match 26 | 27 | 28 | - Narrow match 29 | 30 | 31 | - Exact match 32 | 33 | 34 | - **Broad match** 35 | 36 | > Broad match is the most flexible matching type. Broad match may also take into account the user’s recent search activities and content on the landing page. 37 | 38 |
39 | 40 | ### Question 3 41 | 42 | What are the three main factors that determine Ad Rank? Select all that apply. 43 | 44 | + [ ] Ad type 45 | 46 | + [x] Bid amount 47 | 48 | > The bid is how much you are willing to pay each time a potential customer clicks on the ad. The more you are willing to pay, the higher it may show in the search engine results pages (SERPs). Other main factors are the ad and landing page quality, and ad extensions. 49 | 50 | + [x] Ad and landing page quality 51 | 52 | > With each auction, Google assesses the relevance of your ads and landing page to the user’s query. Google also assesses the likelihood a user will click on the ad. A low quality ad or landing page may be less relevant to the searcher. Other main factors are the bid amount, and ad extensions. 53 | 54 | + [x] Ad extensions 55 | 56 | > Ad extensions provide additional information about a business. This information may provide a better experience for the searcher. Other main factors are the bid amount, and the ad and landing page quality. 57 | 58 |
59 | 60 | ### Question 4 61 | 62 | Which of the following are best practices when creating a Google Search ad? Select all that apply. 63 | 64 | + [x] Optimize the landing page. 65 | 66 | > The ad and the landing page work together to provide a great user experience. The exact keywords do not need to be on the landing page, but the relevancy should be clear right away. Other best practices are to avoid generic sales language, and to include at least one of the keywords in the headlines. 67 | 68 | + [x] Include at least one keyword in the headlines 69 | 70 | It is important to include text from keywords because that is what potential customers are thinking about before a search. If your ad connects with potential customers, they may be more likely to click on the ad. Other best practices are to avoid generic sales language, and to optimize the landing page. 71 | 72 | + [ ] Implement no more than two ad extensions. 73 | 74 | + [x] Avoid generic sales language. 75 | 76 | > Non-specific or generic calls-to-action, such as “sign up today” or “book today” often show decreased engagement with ads. Instead of generic sales language, use specific and relatable calls-to-action. Other best practices are to include at least one keyword in the headlines, and to optimize the landing page. -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-4-measure-performance-success/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 4 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Fill in the blank: Information about a company’s total number of social media followers is an example of _____. 8 | 9 | - visualization 10 | 11 | 12 | - **data** 13 | 14 | 15 | - marketing touchpoints 16 | 17 | 18 | - Key performance indicators (KPIs) 19 | 20 |
21 | 22 | ### Question 2 23 | 24 | Imagine that a company wants to successfully launch a new product. Which of the following would provide useful information about customer behaviors that could help the company plan and refine an effective sales strategy? 25 | 26 | - Brand marketing 27 | 28 | 29 | - Narrative context 30 | 31 | 32 | - Data storytelling 33 | 34 | 35 | - **Performance marketing*** 36 | 37 |
38 | 39 | ### Question 3 40 | 41 | An entry-level digital marketer is working with data. They collect the data they need from an analytics tool and put it into a spreadsheet to make it easy to access and work with. Which way of working with data does this describe? 42 | 43 | - **Data pulling** 44 | 45 | - Data reporting 46 | 47 | - Data modelling 48 | 49 | - Data analyzing 50 | 51 |
52 | 53 | ### Question 4 54 | 55 | What can performance marketing help a business do? Select all that apply. 56 | 57 | + [ ] Enhance brand credibility 58 | 59 | + [x] Determine if specific marketing goals have been achieved 60 | 61 | + [ ] Support brand recognition 62 | 63 | + [x] Refine marketing and sales strategies 64 | 65 |
66 | 67 | ### Question 5 68 | 69 | Fill in the blank: The process of determining which content and channels are responsible for generating leads, conversions, or sign-ups is called _____. 70 | 71 | - **attribution** 72 | 73 | 74 | - data reporting 75 | 76 | 77 | - KPI 78 | 79 | 80 | - data analytics 81 | 82 |
83 | 84 | ### Question 6 85 | 86 | Which of the following attribution models assigns equal credit to each touchpoint along the customer journey? 87 | 88 | - Click attribution 89 | 90 | 91 | - **Linear attribution** 92 | 93 | 94 | - Data-driven attribution 95 | 96 | 97 | - First-click attribution 98 | 99 |
100 | 101 | ### Question 7 102 | 103 | How does a digital marketer use data storytelling? 104 | 105 | - To present stakeholders with a new marketing strategy 106 | 107 | 108 | - To introduce stakeholders to a new line of products designed to increase sales 109 | 110 | 111 | - **To explain data, engage an audience, and inform stakeholders on how to take action** 112 | 113 | 114 | - To provide stakeholders with year-end sales revenue 115 | 116 |
117 | 118 | ### Question 8 119 | 120 | Which of the following are the main components of a data story? Select three. 121 | 122 | + [x] Narrative 123 | 124 | + [x] Data 125 | 126 | + [x] Visualizations 127 | 128 | + [ ] Key performance indicators 129 | 130 |
131 | 132 | ### Question 9 133 | 134 | What are the three characteristics of a well-structured narrative? Select all that apply. 135 | 136 | + [x] Persuasive 137 | 138 | + [x] Memorable 139 | 140 | + [ ] Intense 141 | 142 | + [x] Engaging 143 | 144 |
145 | 146 | ### Question 10 147 | 148 | In data storytelling, how do visualizations help an audience understand what is happening in the narrative? 149 | 150 | - Visualizations describe why specific insights should matter to an audience. 151 | 152 | 153 | - Visualizations detail the story of data. 154 | 155 | 156 | - Visualizations detail what actions an audience can take regarding insights. 157 | 158 | 159 | - **Visualizations clarify trends and express relationships between data points.** -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-1-introduction/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 1 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Fill in the blank: Email marketing is the process of sending messages to a list of existing subscribers to _____. 8 | 9 | 10 | - **share information, drive sales, or create community** 11 | 12 | 13 | - share useful insights about customer behaviors and interactions 14 | 15 | 16 | - establish a brand voice 17 | 18 | 19 | - gain followers on social media platforms 20 | 21 |
22 | 23 | ### Question 2 24 | 25 | The fact that 50% of people use the same email for ten years or more reflects which success factor of email marketing? 26 | 27 | - Insights 28 | 29 | 30 | - Ease of use 31 | 32 | 33 | - Number of email users 34 | 35 | 36 | - **Lifespan** 37 | 38 |
39 | 40 | ### Question 3 41 | 42 | Email marketers can expect that for every dollar they spend on email marketing, they will earn 42 dollars. This best describes what concept? 43 | 44 | - Narrative context 45 | 46 | 47 | - **Return on investment (ROI)** 48 | 49 | 50 | - Key performance indicator (KPI) 51 | 52 | 53 | - Search engine optimization (SEO) 54 | 55 |
56 | 57 | ### Question 4 58 | 59 | How can a company analyze the political, economic, social, technological, legal, and environmental factors that may affect their marketing strategy? 60 | 61 | - Conduct a SWOT audit. 62 | 63 | 64 | - **Conduct a PESTLE audit.** 65 | 66 | 67 | - Conduct an ATTRIBUTION audit. 68 | 69 | 70 | - Conduct a SMART audit. 71 | 72 |
73 | 74 | ### Question 5 75 | 76 | Imagine a company is creating an email campaign for an app-based tech company. What kind of goal should the company set to grow their brand? 77 | 78 | - SUCCESS goal 79 | 80 | 81 | - START goal 82 | 83 | 84 | - BRAND goal 85 | 86 | 87 | - **SMART goal** 88 | 89 |
90 | 91 | ### Question 6 92 | 93 | Fill in the blank: Setting goals that are _____ helps inform a company if it is making progress at a good rate. 94 | 95 | - reasonable 96 | 97 | 98 | - measurable 99 | 100 | 101 | - relevant 102 | 103 | 104 | - **time bound** 105 | 106 |
107 | 108 | ### Question 7 109 | 110 | Which of the following statements is considered a don’t when it comes to email marketing? Select all that apply. 111 | 112 | + [x] Stick to one length and format without testing 113 | 114 | + [x] Send spam emails 115 | 116 | + [ ] Prioritize quality over quantity 117 | 118 | + [x] Send the same emails to every single subscriber 119 | 120 |
121 | 122 | ### Question 8 123 | 124 | Which term best describes unsolicited and unwanted email sent out in bulk to a broad recipient list? 125 | 126 | - **Spam** 127 | 128 | 129 | - Trash 130 | 131 | 132 | - Waste 133 | 134 | 135 | - Discard 136 | 137 |
138 | 139 | ### Question 9 140 | 141 | Which term describes dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history? 142 | 143 | - Linking 144 | 145 | 146 | - Blending 147 | 148 | 149 | - **Segmenting** 150 | 151 | 152 | - Partitioning 153 | 154 |
155 | 156 | ### Question 10 157 | 158 | Why should a company avoid sending the same emails to every single one of their subscribers? 159 | 160 | - If subscribers are sent all the same emails, they might buy too many products. 161 | 162 | 163 | - **If subscribers are sent all the same emails, they might receive an email they do not identify with and unsubscribe.** 164 | 165 | 166 | - If subscribers are sent all the same emails, they might click on the hyperlinks included. 167 | 168 | 169 | - If subscribers are sent all the same emails, they might not learn about the company's backstory. 170 | 171 | -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-2-understand-seo/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 2 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | After finding the location of a new page or new page content, the Google search engine stores it in an online record. This represents which main process of a search engine? 8 | 9 | - Crawling 10 | 11 | 12 | - Serving 13 | 14 | 15 | - Arranging 16 | 17 | 18 | - **Indexing** 19 | 20 |
21 | 22 | ### Question 2 23 | 24 | Fill in the blank: Automated software that helps locate information to answer a user's query is called a _____. 25 | 26 | - discovery finder 27 | 28 | 29 | - **search algorithm** 30 | 31 | 32 | - discovery algorithm 33 | 34 | 35 | - search finder 36 | 37 |
38 | 39 | ### Question 3 40 | 41 | To rank search listings, the Google algorithm reviews the user experience of a webpage, such as the load speed and if it is mobile friendly. This represents which results key factor? 42 | 43 | - Relevancy of webpages 44 | 45 | 46 | - **Usability of webpages** 47 | 48 | 49 | - Context and settings 50 | 51 | 52 | - Meaning of the query 53 | 54 |
55 | 56 | ### Question 4 57 | 58 | Which search engine results pages (SERPs) feature displays a special box with information intended to help the searcher more easily discover what they are seeking? 59 | 60 | - Rich results 61 | 62 | 63 | - Local results 64 | 65 | 66 | - Videos 67 | 68 | 69 | - **Featured snippet** 70 | 71 |
72 | 73 | ### Question 5 74 | 75 | As a marketer specializing in search engine optimization, you ensure that a website is well-organized and that it is easily crawled by search engines. This represents which SEO task? 76 | 77 | - Technical website development 78 | 79 | 80 | - Content development 81 | 82 | 83 | - Keyword research 84 | 85 | 86 | - **Organizing a website’s structure** 87 | 88 |
89 | 90 | ### Question 6 91 | 92 | Question 6 93 | Which pre-SEO work includes understanding the intent of people who read and experience the website’s content? 94 | 95 | - Know your competitors well 96 | 97 | 98 | - **Know the customers well** 99 | 100 | 101 | - Know your website or organization’s goals 102 | 103 | 104 | - Brainstorm content for people first 105 | 106 |
107 | 108 | ### Question 7 109 | 110 | Which of the following statements regarding keywords is true? 111 | 112 | - Tools are a distraction to the keyword research process. 113 | 114 | 115 | - Keyword research is done after creating content. 116 | 117 | 118 | - Keyword stuffing provides a positive user experience and typically benefits a website’s ranking. 119 | 120 | 121 | - **The keyword research process varies depending on the organization you work for.** 122 | 123 |
124 | 125 | ### Question 8 126 | 127 | Which of the following is true regarding a website’s structure and navigation? 128 | 129 | - Whenever possible, use http:// and not https:// when creating new webpages. 130 | 131 | 132 | - It is best to have several pages that are not internally linked. 133 | 134 | 135 | - **You should have a consistent and readable URL structure.** 136 | 137 | 138 | - A higher bounce rate typically leads to more conversions. 139 | 140 |
141 | 142 | ### Question 9 143 | 144 | Which of the following are URL best practices? Select all that apply. 145 | 146 | + [x] Create useful 404 pages 147 | 148 | + [x] Make URLs easy to understand 149 | 150 | + [ ] Make URLs as long as possible 151 | 152 | + [x] Update URLs to avoid broken lines 153 | 154 |
155 | 156 | ### Question 10 157 | 158 | What page informs the user that the webpage they were trying to visit does not exist? 159 | 160 | - **404 page** 161 | 162 | - Broken page 163 | 164 | - Bounce page 165 | 166 | - Sitemap page -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-3-useful-tools-for-email-marketing/marketing-tools-and-mistakes.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Email marketing tools and mistakes 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Which of the following email marketing tasks can you automate with a tool? Select all that apply. 8 | 9 | + [x] Send welcome emails to new subscribers 10 | 11 | > As soon as a new subscriber is added to a list, automation software sends them a welcome email. Automation tools will also help build and segment your list. 12 | 13 | + [ ] Design graphics 14 | 15 | + [x] Segment your list 16 | 17 | > Segment email lists automatically based on criteria such as interest, location, or purchase history. With automation tools you can also build your list, and send welcome emails to new subscribers. 18 | 19 | + [x] Build your list 20 | 21 | > Place sign up forms on a website to collect emails from potential customers. With automation tools you can also segment your list, and send welcome emails to new subscribers. 22 | 23 |
24 | 25 | ### Question 2 26 | 27 | Which of the following are popular email marketing automation tools? Select all that apply. 28 | 29 | + [x] Mailchimp 30 | 31 | > Mailchimp automation tools include pre-built journeys, which offer customizable workflows for common marketing automation tasks. Other email marketing tools are HubSpot and Salesforce. 32 | 33 | + [ ] Hootsuite 34 | 35 | + [x] Salesforce 36 | 37 | > Salesforce offers powerful customization options, such as customizing your interface. Other email marketing tools are HubSpot and Mailchimp. 38 | 39 | + [x] Hubspot 40 | 41 | > Through personalization, HubSpot allows different automated experiences based on customer personas and key audiences. Other email marketing tools are Mailchimp and Salesforce. 42 | 43 |
44 | 45 | ### Question 3 46 | 47 | Which of the following are mistakes people commonly make when sending out emails? Select all that apply. 48 | 49 | + [ ] Send an email to the wrong segmented list 50 | 51 | > This occurs when a marketer selects the incorrect segment to send an email out to, such as the incorrect age group. Other common mistakes are to send a broken hyperlink, or send an email with personalization mistakes. 52 | 53 | + [x] Send an email with personalization mistakes 54 | 55 | > An example of a personalization mistake could be that the email includes a name that is not the recipient’s name. Other common mistakes are to send a broken hyperlink, and to send an email to the wrong segmented list. 56 | 57 | + [ ] Send out the incorrect email sign-up form 58 | 59 | + [x] Send a broken hyperlink 60 | 61 | > A broken hyperlink sends users to an incorrect website. One way to ensure this does not happen is to get at least one person to review every email before sending it out. Other common mistakes are to send an email to the wrong segmented list, and to send an email with personalization mistakes. 62 | 63 |
64 | 65 | ### Question 4 66 | 67 | Which of the following are preventions to email marketing mistakes? Select all that apply. 68 | 69 | + [x] Use grammar checker software. 70 | 71 | > Grammar checker software, such as Grammerly, may be available as a plugin to your internet browser. Other preventions are to create a quality control process, and to double check every hyperlink. 72 | 73 | + [x] Create a quality control (QC) process. 74 | 75 | > Quality control is a process through which a business seeks to ensure that product quality is maintained or improved. Other preventions are to double check every hyperlink, and use grammar checker software. 76 | 77 | + [ ] Undo the email send. 78 | 79 | + [x] Double check every hyperlink. 80 | 81 | > In addition to yourself, you should ask someone to test the hyperlinks as well. Other preventions are to create a quality control (QC) process, and to use grammar checker software. -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-1-introduction-attract-and-engage-customers-with-digital-marketing/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 1 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Which component of a customer persona includes characteristics and demographics? 8 | 9 | - Goals 10 | 11 | - **Who** 12 | 13 | - Barriers 14 | 15 | - Skills 16 | 17 |
18 | 19 | ### Question 2 20 | 21 | Fill in the blank: _____ are information specific to the customer such as age, gender identity, family size, occupation, and location. 22 | 23 | - Occupations 24 | 25 | - Influences 26 | 27 | - Skills 28 | 29 | - Demographics 30 | 31 |
32 | 33 | ### Question 3 34 | 35 | Consider the following customer persona: 36 | 37 | A 38-year-old woman who exercises regularly and would like to shop at a health-conscious grocery store. 38 | 39 | What component of the customer persona is missing? 40 | 41 | - Who 42 | 43 | 44 | - **Barrier** 45 | 46 | 47 | - Cost 48 | 49 | 50 | - Goal 51 | 52 |
53 | 54 | ### Question 4 55 | 56 | Which of the following statements is true regarding a marketing funnel? 57 | 58 | - The marketing funnel helps decrease the conversion rate. 59 | 60 | 61 | - **The marketing funnel is a framework that may be different depending on the business.** 62 | 63 | 64 | - There is only one type of marketing funnel. 65 | 66 | 67 | - The marketing funnel considers the seller’s journey. 68 | 69 |
70 | 71 | ### Question 5 72 | 73 | Which of the following best describes the loyalty stage of the marketing funnel? 74 | 75 | - When a potential customer first becomes aware of the product or service 76 | 77 | 78 | - The process to get a potential customer to take a desired action 79 | 80 | 81 | - The process to build a potential customer’s interest in your product or service 82 | 83 | 84 | - **When customers become repeat customers and brand advocates** 85 | 86 |
87 | 88 | ### Question 6 89 | 90 | Which statements best describe strategies and tactics? Select two. 91 | 92 | + [ ] Strategies are actions taken to make the plan happen. 93 | 94 | + [x] Tactics are actions taken to make the plan happen. 95 | 96 | + [ ] Tactics support the plan to achieve the marketing goal and tend to be more general ideas. 97 | 98 | + [x] Strategies support the plan to achieve the marketing goal and tend to be more general ideas. 99 | 100 |
101 | 102 | ### Question 7 103 | 104 | As a digital marketer, you advertise with online influencers who have audiences that are not familiar with your brand. This strategy falls under which marketing funnel stage? 105 | 106 | - **Awareness** 107 | 108 | - Consideration 109 | 110 | - Conversion 111 | 112 | - Loyalty 113 | 114 |
115 | 116 | ### Question 8 117 | 118 | As a digital marketer, you provide customers with a free branded t-shirt and magnet for a first-time purchase. This strategy falls under which marketing funnel stage? 119 | 120 | - Awareness 121 | 122 | - Consideration 123 | 124 | - Conversion 125 | 126 | - **Loyalty** 127 | 128 |
129 | 130 | ### Question 9 131 | 132 | As a digital marketer, you pursue abandoned carts by sending follow up emails. This strategy falls under which marketing funnel stage? 133 | 134 | - Awareness 135 | 136 | - Conversion 137 | 138 | - **Consideration** 139 | 140 | - Loyalty 141 | 142 |
143 | 144 | ### Question 10 145 | 146 | As a digital marketer, you create an automated email sequence educating potential customers about your products. The email sequence will go out to people who sign up through the website. This strategy falls under which marketing funnel stage? 147 | 148 | - Conversion 149 | 150 | 151 | - Loyalty 152 | 153 | 154 | - **Consideration** 155 | 156 | 157 | - Awareness 158 | 159 | -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-5-paid-social-media/manage-a-social-advertising-budget.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Manage a social advertising budget 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Fill in the blank: When considering a company’s paid social media costs, a digital marketer also needs to think about the costs of _____. 8 | 9 | - conducting weekly meetings 10 | 11 | 12 | - using free marketing sites 13 | 14 | 15 | - paying for investors 16 | 17 | 18 | - **creating content** 19 | 20 | > A digital marketer needs to think about how they will create content. For example, content creation needs photography, graphic design, video development, and copywriting. A digital marketer needs to consider these costs when setting their paid social media advertising budget. 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | What does a paid social media budget generally include? Select all that apply. 27 | 28 | + [x] Tools 29 | 30 | > A paid social media budget generally includes ad spend, tools, and management costs. This reflects how much a company spends on advertisements and the tools needed to launch, manage, and optimize a campaign. It also includes the investment in management tasks like strategy, publishing, and social listening. 31 | 32 | + [x] Ad spend 33 | 34 | > A paid social media budget generally includes ad spend, tools, and management costs. This reflects how much a company spends on advertisements and the tools needed to launch, manage, and optimize a campaign. It also includes the investment in management tasks like strategy, publishing, and social listening. 35 | 36 | + [ ] Customer service payroll 37 | 38 | + [x] Management 39 | 40 | > A paid social media budget generally includes ad spend, tools, and management costs. This reflects how much a company spends on advertisements and the tools needed to launch, manage, and optimize a campaign. It also includes the investment in management tasks like strategy, publishing, and social listening. 41 | 42 |
43 | 44 | ### Question 3 45 | 46 | What does a digital marketer need to consider when selecting a bidding strategy? Select all that apply. 47 | 48 | + [x] Advertising budget 49 | 50 | > A company’s bidding strategy will depend on the goals of their ad campaign, their advertising budget, and market research. 51 | 52 | + [x] Market research 53 | 54 | > A company’s bidding strategy will depend on the goals of their ad campaign, their advertising budget, and market research. 55 | 56 | + [ ] Competition analysis 57 | 58 | + [x] Ad campaign goals 59 | 60 | > A company’s bidding strategy will depend on the goals of their ad campaign, their advertising budget, and market research. 61 | 62 |
63 | 64 | ### Question 4 65 | 66 | What is the cost-per-click (CPC) bidding strategy? 67 | 68 | - The amount a company pays for every 1,000 impressions an ad receives. 69 | 70 | 71 | - **The amount a company pays when someone clicks on their ad.** 72 | 73 | > The cost-per-click (CPC) bidding strategy is the amount a company pays when someone clicks on their ad. 74 | 75 | 76 | - The amount a company pays for every referral or repeat purchase. 77 | 78 | 79 | - The amount a company pays when someone completes a desired action. 80 | 81 |
82 | 83 | ### Question 5 84 | 85 | What is the bidding strategy called when a company has to pay every time a person signs up for a newsletter, watches a video, requests a callback, or makes an actual purchase? 86 | 87 | - Cost-per-social platform (CPS) 88 | 89 | 90 | - **Cost-per-action (CPA)** 91 | 92 | > For the cost-per-action (CPA) bidding strategy, a company must pay anytime a person completes a desired action. Examples of desired actions include signing up for a newsletter, watching a video, requesting a callback, or making an actual purchase. 93 | 94 | 95 | - Cost-per-click (CPC) 96 | 97 | 98 | - Cost-per-thousand impressions (CMP) -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-2-understand-seo/purpose-of-search-engine-optimization-seo.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: The purpose of search engine 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Why is search engine optimization (SEO) important? 8 | 9 | - It helps a marketer better understand the potential customers they are creating marketing materials for. 10 | 11 | 12 | - It helps more accurately serve advertisements to potential customers. 13 | 14 | 15 | - **It helps a search engine understand a website’s content and possibly display it when someone searches for a business’s products or services.** 16 | 17 | > SEO is often about making small modifications to parts of a website. When viewed individually, they may seem minor. When viewed collectively, the impact can be large. 18 | 19 | 20 | - It helps organize a series of marketing strategies to turn potential customers into paying customers. 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | Search engine optimization (SEO) may include which of the following tasks? Select all that apply. 27 | 28 | + [ ] Create ads that display in a search engine 29 | 30 | + [x] Technical website development 31 | 32 | > Technical website development is a more advanced task. It could include tasks related to hosting, webpage redirects, error pages, or use of JavaScript. Other SEO tasks include reviewing website content or structure and keyword research. 33 | 34 | + [x] Keyword research 35 | 36 | > Keyword research is the process of finding terms and phrases that potential customers are typing into search engines. Other tasks include reviewing website content or structure and technical website development. 37 | 38 | + [x] Review website content or structure 39 | 40 | > It is important to have a well-organized website that is easy for the search algorithm to crawl. If the site is not easily crawled, certain pages may not display in the search results. Other SEO tasks include technical website development and keyword research. 41 | 42 |
43 | 44 | ### Question 3 45 | 46 | Which of the following are steps to consider before implementing SEO? Select all that apply. 47 | 48 | + [ ] Choose online platforms to place ads on 49 | 50 | 51 | + [x] Know the customers well 52 | 53 | > Knowing the customer well often includes creating customer personas. Before doing SEO, you need to understand the people reading and experiencing the content. Other steps to consider are to know your website or organization’s goals, and to brainstorm content for people first. 54 | 55 | + [x] Know the website or organization’s goals 56 | 57 | > The type of SEO work you do depends on the organization's goals. You want to work on tasks that you believe will positively impact those goals. Other steps to consider are to know the customers well, and brainstorm content for people first. 58 | 59 | + [x] Brainstorm content for people first 60 | 61 | > When creating content for a website, it is important to consider what your searchers’ needs are and not what content currently ranks high in the Search Engine Results Pages (SERPs). Other steps to consider are to know your website or organization’s goals, and to know the customers well. 62 | 63 |
64 | 65 | ### Question 4 66 | 67 | Which of the following are SEO terms you need to know for entry-level jobs in digital marketing or e-commerce? Select all that apply. 68 | 69 | + [ ] Meta description 70 | 71 | + [x] Keyword research 72 | 73 | > Keyword research is the process of finding terms and phrases that potential customers are typing into search engines. Other SEO terms are meta description and broken link. 74 | 75 | + [x] Broken link 76 | 77 | > A broken link is a link that leads to a webpage that no longer exists. For example, the webpage may have been deleted, or the content may have been moved to a different location. Other SEO terms are meta description and keyword research. 78 | 79 | + [ ] Customer persona -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-3-digital-marketing-and-ecommerce-strategy/engage-customers-with-social-media-and-email-marketing.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Engage customers with social media and email marketing 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Tracking and analyzing social media conversations and mentions related to a brand is an example of which pillar of social media marketing? 8 | 9 | - Analytics and reporting 10 | 11 | - Planning and publishing 12 | 13 | - **Social listening and engagement** 14 | 15 | > Tracking and analyzing social media conversations and mentions related to a brand is an example of social listening and engagement. This is one of the five pillars of social media marketing. 16 | 17 | - Paid social media 18 | 19 |
20 | 21 | ### Question 2 22 | 23 | Which of the following are advantages of using paid social media ads? Select all that apply. 24 | 25 | + [x] Serving ads to highly specific customers groups 26 | 27 | > The advantages of using paid social media ads include: expanding a brand’s reach, remarketing products, and serving ads to highly specific customer groups. 28 | 29 | + [x] Remarketing products 30 | 31 | > The advantages of using paid social media ads include: expanding a brand’s reach, remarketing products, and serving ads to highly specific customer groups. 32 | 33 | + [x] Expanding a brand's reach 34 | 35 | > The advantages of using paid social media ads include: expanding a brand’s reach, remarketing products, and serving ads to highly specific customer groups. 36 | 37 | + [ ] Customizing email content for individual subscribers 38 | 39 |
40 | 41 | ### Question 3 42 | 43 | What is email marketing 44 | 45 | - **Sending messages to a list of existing subscribers to share information, drive sales, or create community** 46 | 47 | > Email marketing is when a brand sends messages to a list of existing subscribers to share information, drive sales, or create community. When it is done well, email marketing helps brands build and maintain relationships with potential and existing customers. 48 | 49 | 50 | - Focusing on a company’s brand or reputation to increase credibility and loyalty 51 | 52 | 53 | - Creating and publishing content for platforms like Instagram or Twitter to drive engagement and promote a brand or product 54 | 55 | 56 | - Making a plan for achieving specific goals through online channels to support and advance business objectives 57 | 58 |
59 | 60 | ### Question 4 61 | 62 | Fill in the blank: Dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history is called _____. 63 | 64 | - spam 65 | 66 | 67 | - **email segmentation** 68 | 69 | > Dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history is called email segmentation. 70 | 71 | 72 | - paid social media 73 | 74 | 75 | - email personalization 76 | 77 |
78 | 79 | ### Question 5 80 | 81 | Which of the following are examples of email personalization? Select all that apply. 82 | 83 | + [x] Sending messages that match where customers are in the marketing funnel 84 | 85 | > Email personalization includes: addressing each recipient directly, sending messages that match where customers are in the marketing funnel, and following up on previous interactions. 86 | 87 | + [x] Following up on previous interactions 88 | 89 | > Email personalization includes: addressing each recipient directly, sending messages that match where customers are in the marketing funnel, and following up on previous interactions. 90 | 91 | + [x] Addressing each recipient directly 92 | 93 | > Email personalization includes: addressing each recipient directly, sending messages that match where customers are in the marketing funnel, and following up on previous interactions. 94 | 95 | + [ ] Sending unwanted emails out in bulk to a mass recipient list -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-2-types-of-email-marketing/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 2 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Fill in the blank: Acquisition emails and newsletters are both examples of _____. 8 | 9 | 10 | - brand voice 11 | 12 | 13 | - brand sentiment 14 | 15 | 16 | - **email marketing** 17 | 18 | 19 | - key performance indicators (KPIs) 20 | 21 |
22 | 23 | ### Question 2 24 | 25 | What type of email should a new company send out as a marketing strategy to gain new customers? 26 | 27 | 28 | - Retention email 29 | 30 | 31 | - **Acquisition email** 32 | 33 | 34 | - Newsletter 35 | 36 | 37 | - Cart abandonment email 38 | 39 |
40 | 41 | ### Question 3 42 | 43 | Which of the following describes the relationship between an acquisition email and a welcome email? 44 | 45 | - Welcome emails are sent to acquire new customers. Acquisition emails are then sent out to those new customers. 46 | 47 | 48 | - Acquisition emails are sent to acquire new customers. Welcome emails including news and informational content relevant to the company are then sent out regularly. 49 | 50 | 51 | - Welcome emails are sent to acquire new customers. Acquisition emails including news and informational content relevant to the company are then sent out regularly. 52 | 53 | 54 | - **Acquisition emails are sent to acquire new customers. Welcome emails are then sent out to those new customers.** 55 | 56 |
57 | 58 | ### Question 4 59 | 60 | Fill in the blank: A wellness company includes external resources, like articles featuring anxiety-reducing breathing exercises, in a _____. 61 | 62 | 63 | - feedback email 64 | 65 | 66 | - **newsletter** 67 | 68 | 69 | - promotional email 70 | 71 | 72 | - cart abandonment email 73 | 74 |
75 | 76 | ### Question 5 77 | 78 | Which of the following are reasons a company might want to send a promotional email? Select all that apply. 79 | 80 | + [ ] To thank customers for downloading their app 81 | 82 | 83 | + [x] To offer free, downloadable content for a holiday 84 | 85 | 86 | + [x] To celebrate a customer's birthday by offering 10% off their next order 87 | 88 | 89 | + [x] To announce the launch of a new product or service 90 | 91 |
92 | 93 | ### Question 6 94 | 95 | What type of follow-up email can a company send to a customer who selects a product but does not purchase it? 96 | 97 | - Feedback email 98 | 99 | 100 | - Promotional email 101 | 102 | 103 | - **Cart abandonment email** 104 | 105 | 106 | - Acquisition email 107 | 108 |
109 | 110 | ### Question 7 111 | 112 | What type of follow-up email does a company send after a customer makes a purchase asking for feedback on that customers’ shopping experience? 113 | 114 | - Newsletter 115 | 116 | 117 | - Internal email 118 | 119 | 120 | - **Retention email** 121 | 122 | 123 | - Welcome email 124 | 125 |
126 | 127 | ### Question 8 128 | 129 | Which of the following types of email fall into the consideration bucket of the marketing funnel? Select all that apply. 130 | 131 | + [x] Welcome emails 132 | 133 | 134 | + [x] Newsletters 135 | 136 | 137 | + [x] Promotional emails 138 | 139 | 140 | + [ ] Retention emails 141 | 142 |
143 | 144 | ### Question 9 145 | 146 | Which of the following types of marketing emails fall into both the consideration and loyalty bucket of the marketing funnel? 147 | 148 | - Welcome emails 149 | 150 | 151 | - Retention emails 152 | 153 | 154 | - Newsletters 155 | 156 | 157 | - **Promotional emails** 158 | 159 |
160 | 161 | Fill in the blank: A subtle button in a welcome email that says “Get Started” is an example of _____. 162 | 163 | 164 | - a newsletter 165 | 166 | 167 | - a virtual first impression 168 | 169 | 170 | - an email body 171 | 172 | 173 | - **a call to action** -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-4-search-engine-marketing-and-display-advertising/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 4 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What is a type of advertising model that allows businesses to pay only when someone takes an action on their ad? 8 | 9 | - **Price-per-click (PPC)** 10 | 11 | 12 | - Revenue sharing 13 | 14 | 15 | - Cost-per-impression (CPM) 16 | 17 | 18 | - Conversion rate advertising 19 | 20 |
21 | 22 | ### Question 2 23 | 24 | Which of the following statements regarding search engine marketing is true? 25 | 26 | - **You have control over which landing page you send the searcher to.** 27 | 28 | 29 | - An algorithm determines what landing page to send the searcher to. 30 | 31 | 32 | - It will take months to appear in the search results pages. 33 | 34 | 35 | - It is difficult to learn which ads are driving sales. 36 | 37 |
38 | 39 | ### Question 3 40 | 41 | Which of the following best describes the structured snippet extension? 42 | 43 | - Enables customers to find a local business and pull it up in Google Maps 44 | 45 | 46 | - Serves additional website links that may be helpful to the searcher 47 | 48 | 49 | - Provides the option to call a business by clicking on its ad 50 | 51 | 52 | - **Displays information that highlights a specific aspect of a product or service** 53 | 54 |
55 | 56 | ### Question 4 57 | 58 | As a digital marketer creating a Google Ad, you indicate the amount you want to spend over the course of a month by setting a daily sum. This describes which Google Ad setup step? 59 | 60 | - Choose your bidding strategy 61 | 62 | 63 | - Set up conversions 64 | 65 | 66 | - Select your targeting 67 | 68 | 69 | - **Set your budget** 70 | 71 |
72 | 73 | ### Question 5 74 | 75 | You are setting up keyword matching for “tennis shoes.” Your ad also shows for keywords such as “shoes for tennis,” “buy tennis shoes on sale,” and “red tennis shoes.” This represents which keyword match type? 76 | 77 | - Exact match 78 | 79 | 80 | - Similar match 81 | 82 | 83 | - **Phrase match** 84 | 85 | 86 | - Broad match 87 | 88 |
89 | 90 | ### Question 6 91 | 92 | Which of the following statements regarding the Ad Rank factors are true? 93 | 94 | - **Ad extensions are an Ad Rank factor.** 95 | 96 | 97 | - The lower the bid, the higher the ad may show in the SERPs. 98 | 99 | 100 | - Google does not factor in the landing page quality. 101 | 102 | 103 | - There are only three ad rank factors. 104 | 105 |
106 | 107 | ### Question 7 108 | 109 | - Avoid adding more than one ad extension. 110 | 111 | 112 | - **Include at least one keyword in the headlines.** 113 | 114 | 115 | - Always use the website homepage as the landing page. 116 | 117 | 118 | - Add generic sales language, such as “call us today.” 119 | 120 |
121 | 122 | ### Question 8 123 | 124 | Which of the following is true of responsive display ads? 125 | 126 | - **They typically reach more websites than a standard Google Ad.** 127 | 128 | 129 | - They cannot include videos. 130 | 131 | 132 | - They often take more time to create. 133 | 134 | 135 | - They are optimized manually by the digital marketer. 136 | 137 |
138 | 139 | ### Question 9 140 | 141 | Which of the following are responsive display ad image tips? Select all that apply. 142 | 143 | + [x] Ensure the background suits the product 144 | 145 | + [ ] Use images with a strong visual focus 146 | 147 | + [x] Add a logo, text, or button overlay 148 | 149 | + [x] Make the product the focus of the image 150 | 151 |
152 | 153 | ### Question 10 154 | 155 | Fill in the blank: Ad _____ are a collection of similar ads, keywords, and bids that digital marketers use to organize Google Ads by a common theme. 156 | 157 | - formats 158 | 159 | 160 | - campaigns 161 | 162 | 163 | - batches 164 | 165 | 166 | - **groups** -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-3-listening-and-engagement-on-social-media/engage-customers.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Enage customers 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What does social media engagement measure? 8 | 9 | - The amount of competitor pop-up ads that appear on a company’s social media account 10 | 11 | 12 | - The number of influencers marketing a company’s product 13 | 14 | 15 | - **How people are interacting with a company’s social media accounts and content** 16 | 17 | > Social media engagement measures how people are interacting with a company’s social media accounts and content. Studying engagement can help a brand determine whether the content they create resonates with their audience. 18 | 19 | 20 | - How many customers make a purchase on a company’s website 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | How can a company increase their audience’s engagement on social media? Select all that apply. 27 | 28 | + [x] By developing an authentic, personal voice 29 | 30 | > A company can increase their audience’s engagement on social media by responding to comments and mentions or to users talking about their brand. A company can also increase engagement by providing excellent customer service and developing an authentic, personal voice. 31 | 32 | + [x] By responding to customers 33 | 34 | > A company can increase their audience’s engagement on social media by responding to comments and mentions or to users talking about their brand. A company can also increase engagement by providing excellent customer service and developing an authentic, personal voice. 35 | 36 | + [ ] By posting every hour on every social media platform 37 | 38 | + [x] By providing excellent customer service 39 | 40 | > A company can increase their audience’s engagement on social media by responding to comments and mentions or to users talking about their brand. A company can also increase engagement by providing excellent customer service and developing an authentic, personal voice. 41 | 42 |
43 | 44 | ### Question 3 45 | 46 | In addition to holding contests, how else can a company entice people to engage with their social media accounts? Select all that apply. 47 | 48 | + [ ] Giving out jobs 49 | 50 | + [x] Spotllighting customers 51 | 52 | > In addition to holding contests, a company can entice people to engage with their social media accounts by posting polls, developing quizzes, and spotlighting customers. 53 | 54 | + [x] Posting polls 55 | 56 | > In addition to holding contests, a company can entice people to engage with their social media accounts by posting polls, developing quizzes, and spotlighting customers. 57 | 58 | + [x] Developing quizzes 59 | 60 | > In addition to holding contests, a company can entice people to engage with their social media accounts by posting polls, developing quizzes, and spotlighting customers. 61 | 62 | ### Question 4 63 | 64 | Fill in the blank: In order to gain followers, a company can demonstrate _____ by liking, tagging, retweeting, and replying to other people’s Tweets. 65 | 66 | - digital proficiency 67 | 68 | 69 | - **engagement** 70 | 71 | > Liking, tagging, retweeting, and replying to other people’s Tweets are all ways a company can demonstrate engagement. 72 | 73 | - user favoritism 74 | 75 | 76 | - mobility 77 | 78 |
79 | 80 | ### Question 5 81 | 82 | How can a company increase followers on Twitter? Select all that apply. 83 | 84 | + [x] Tweet frequently 85 | 86 | > A company can increase its followers on Twitter by Tweeting frequently, using hashtags, and including visuals. Increasing followers is important because a company can reach its followers with organic content every time they post. 87 | 88 | + [x] Use hashtags 89 | 90 | > A company can increase its followers on Twitter by Tweeting frequently, using hashtags, and including visuals. Increasing followers is important because a company can reach its followers with organic content every time they post. 91 | 92 | + [x] Include visuals 93 | 94 | + [ ] Select bold fonts -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-3-apply-search-engine-optimization/help-google-and-users-understand-your-content.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Help Google (and users) understand your content 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Which of the following are recommendations for page title elements? Select three. 8 | 9 | + [x] Accurately describe the topic of the page’s content 10 | 11 | > Avoid writing a title that has no relation to the page content. Also, avoid writing a title with default text, like “Untitled” or “New Page 1.” Other page title recommendations include ensuring every page has a unique title and making the titles brief but descriptive. 12 | 13 | + [ ] Use the same title for similar pages 14 | 15 | + [x] Ensure every page has a unique title 16 | 17 | > Creating a unique title for every page helps searchers understand the unique value which the page provides. Avoid using the same page title for a large group of pages. Other page title recommendations include to accurately describe the topic of the page’s content and make the titles brief but descriptive. 18 | 19 | + [x] Make the titles brief but descriptive 20 | 21 | > If the title is too long, or deemed less relevant for a search query, the Google search engine may only show a portion of the text in the title. Other page recommendations include to accurately describe the topics of the page’s content and ensure every page has a unique title. 22 | 23 | ### Question 2 24 | 25 | Which of the following are meta description recommendations? Select three. 26 | 27 | + [x] Use unique descriptions for each page 28 | 29 | > Having unique descriptions for each page helps both Google and users. For instance, if a search result displays multiple pages from the same website, the descriptions help the user make a page selection. Other recommendations are to add one to every page and to accurately summarize the page content. 30 | 31 | + [x] Add a description to every page 32 | 33 | > Google will show a snippet from the meta description or webpage in the search results. Writing a clear meta description may influence the webpage snippet in the search results. Other recommendations are to accurately summarize the page content and to use unique meta descriptions for each page. 34 | 35 | + [x] Accurately summarize the page content in the description 36 | 37 | > Write a description that would both inform and interest searchers if they saw the meta description in the search results. Make sure the description contains all the relevant information a search would need to determine if the page is relevant to them. Other recommendations are to add one to every page and use unique descriptions for each page. 38 | 39 | + [ ] Make the description five words or less 40 | 41 |
42 | 43 | ### Question 3 44 | 45 | In Google Search, what are enhanced results with extra visual or interactive features? 46 | 47 | - Schema 48 | 49 | 50 | - Structured data 51 | 52 | 53 | - **Rich results** 54 | 55 | > To get rich results on a webpage, you can manually add structured data. Or, you can use software to assist with adding the schema code. Once you add structured data to your website, you can use Google’s Rich Results Test to ensure there are no mistakes. 56 | 57 | - Schema results 58 | 59 |
60 | 61 | ### Question 4 62 | 63 | Which of the following are rich result features? Select three. 64 | 65 | + [x] Product price 66 | 67 | > Rich results for a product include its product price, review rating, and article information. Rich results for a product can also include availability. 68 | 69 | + [x] Article information 70 | 71 | > A news, sports, or blog article with rich results may display headline text and larger-than-thumbnail images. Other rich results include a product’s price and article information. 72 | 73 | + [x] Review rating 74 | 75 | > A review rating can be available for several items, including a recipe, product, book, movie, or local business. Other rich results include a product’s price and article information. 76 | 77 | + [ ] Buy now button -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-2-strategy-planning-publishing/social-media-marketing-strategies.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Social media marketing strategies 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What content does common social media buckets include? Select all that apply. 8 | 9 | + [ ] Rational 10 | 11 | + [ ] Sensational 12 | 13 | + [x] Inspirational 14 | 15 | > Common social media content buckets include content that is entertaining, educational, inspirational, conversational, and promotional. 16 | 17 | + [x] Educational 18 | 19 | > Common social media content buckets include content that is entertaining, educational, inspirational, conversational, and promotional. 20 | 21 | + [x] Promotional 22 | 23 | > Common social media content buckets include content that is entertaining, educational, inspirational, conversational, and promotional. 24 | 25 |
26 | 27 | ### Question 2 28 | 29 | Which of the following are examples of entertaining social media content? Select all that apply. 30 | 31 | + [x] Jokes 32 | 33 | > Entertaining social media content includes: viral videos, jokes, comics, giveaways, and memes. 34 | 35 | + [x] Memes 36 | 37 | > Entertaining social media content includes: viral videos, jokes, comics, giveaways, and memes. 38 | 39 | + [ ] Case studies 40 | 41 | + [x] Giveaways 42 | 43 |
44 | 45 | ### Question 3 46 | 47 | Why is educational social media content important for a company’s brand? 48 | 49 | - It can give audiences a chance to ask questions, comment, and react immediately to what they are experiencing. 50 | 51 | 52 | - It can make a company’s brand seem more authentic and reinforce their message, values, and vision. 53 | 54 | 55 | - **It can build trust in the company’s brand and position it as an industry leader with information and wisdom to share.** 56 | 57 | > Educational social media content is important for a company’s brand because this type of content can build trust in the brand and position it as an industry leader with information and wisdom to share. 58 | 59 | 60 | - It can give social media users an immediate impression of a company’s brand. 61 | 62 |
63 | 64 | ### Question 4 65 | 66 | How can a company create inspirational social media content? 67 | 68 | - Offer coupons, discounts, or free gifts for sign-ups that can boost sales and encourage people to buy things they may not have purchased before. 69 | 70 | 71 | - **Build case studies, find testimonials and quotes, share amazing facts and trivia, and tell personal stories.** 72 | 73 | > To create inspirational content, a company can build case studies, find testimonials and quotes, share amazing facts and trivia, and tell personal stories. 74 | 75 | 76 | - Provide video trainings, infographics, industry research, case studies, FAQs, and tips. 77 | 78 | 79 | - Begin conversations with the target audience by suggesting a topic or viewpoint, then inviting the audience to join the dialogue. 80 | 81 |
82 | 83 | ### Question 5 84 | 85 | Which type of social media content encourages a company’s audience to engage with them? 86 | 87 | - Inspirational 88 | 89 | 90 | - Promotional 91 | 92 | 93 | - **Conversational** 94 | 95 | > Conversational content encourages a company’s audience to engage with them. 96 | 97 | 98 | - Educational 99 | 100 |
101 | 102 | ### Question 6 103 | 104 | Which of the following are examples of promotional social media content? Select all that apply. 105 | 106 | + [x] Discounts 107 | 108 | > Promotional content includes coupons, discounts, or free gifts for sign-ups, which can boost sales and encourage people to buy things they may not have purchased before. 109 | 110 | + [ ] Polls 111 | 112 | + [ ] Infographics 113 | 114 | + [x] Coupons 115 | 116 | > Promotional content includes coupons, discounts, or free gifts for sign-ups. These can boost sales and encourage people to buy things they may not have purchased before. 117 | 118 | 119 | 120 | 121 | -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-1-foundations/careers-in-digital-marketing-and-e-commerce.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Careers in digital marketing and e-commerce 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Fill in the blank: By the end of this program, learners will have _____ that can help them demonstrate their experience to potential employers. 8 | 9 | - paid offers for jobs 10 | 11 | 12 | - templates of work products 13 | 14 | 15 | - ideas for new projects 16 | 17 | 18 | - **concrete examples of work** 19 | 20 | > By the end of this program, learners will have concrete examples of work that can help them demonstrate their experience to potential employers. 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | How can someone in this program put what they have learned into action? 27 | 28 | - By scoping a marketing budget 29 | 30 | 31 | - By leaving comments on digital marketers’ social media pages 32 | 33 | 34 | - **By building a personal brand** 35 | 36 | > Someone in this program can put what they learn into action by starting to shape their public persona as a digital marketing or e-commerce specialist—in other words, by building their personal brand. 37 | 38 | - By choosing a bid strategy 39 | 40 |
41 | 42 | ### Question 3 43 | 44 | Fill in the blank: Some marketing roles are _____ positions, meaning a marketer works for a single company to market and sell their products. 45 | 46 | - third-party 47 | 48 | 49 | - agency 50 | 51 | 52 | - contract 53 | 54 | 55 | - **in-house** 56 | 57 | > Some marketing roles are in-house positions, meaning a marketer works for a single company to market and sell their products. For example, an in-house Product Marketing Manager at Google creates video and social content for the Google brand. 58 | 59 |
60 | 61 | ### Question 4 62 | 63 | What are the benefits of an in-house marketing role? Select all that apply. 64 | 65 | + [ ] Develop broad and flexible expertise. 66 | 67 | 68 | + [x] Gain deep knowledge and expertise in a specific industry. 69 | 70 | > An in-house marketer gets to know one company and its products extremely well. As a result, they gain deep knowledge and expertise in a specific industry. This degree of focus also means in-house roles usually come with a structured schedule and clear path to promotion. 71 | 72 | + [x] Receive a structured schedule. 73 | 74 | > An in-house marketer gets to know one company and its products extremely well. As a result, they gain deep knowledge and expertise in a specific industry. This degree of focus also means in-house roles usually come with a structured schedule and clear path to promotion. 75 | 76 | + [x] Get a clear path to promotion. 77 | 78 | > An in-house marketer gets to know one company and its products extremely well. As a result, they gain deep knowledge and expertise in a specific industry. This degree of focus also means in-house roles usually come with a structured schedule and clear path to promotion. 79 | 80 |
81 | 82 | ### Question 5 83 | 84 | What are the benefits of an agency role? Select all that apply. 85 | 86 | + [x] Get to know certain skill sets very well. 87 | 88 | > Agency work is project-based, so a marketer in an agency role gets to collaborate on a variety of initiatives in multiple industries. By working with different clients, they can develop a broad and flexible expertise. Also, agencies tend to focus on a few different areas within marketing, like social media or brand-building, so an agency marketer can get to know certain skill sets very well. 89 | 90 | + [ ] Work longer hours. 91 | 92 | + [ ] Receive unexpected requests. 93 | 94 | + [x] Collaborate on a variety of initiatives in multiple industries. 95 | 96 | > Agency work is project-based, so a marketer in an agency role gets to collaborate on a variety of initiatives in multiple industries. By working with different clients, they can develop a broad and flexible expertise. Also, agencies tend to focus on a few different areas within marketing, like social media or brand-building, so an agency marketer can get to know certain skill sets very well. -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-5-paid-social-media/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 5 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Fill in the blank: _____ involves displaying paid ads or sponsored marketing messages on social media platforms to target a specific audience. 8 | 9 | - User-based social media 10 | 11 | 12 | - Organic social media 13 | 14 | 15 | - **Paid social media** 16 | 17 | 18 | - Borrowed social media 19 | 20 |
21 | 22 | ### Question 2 23 | 24 | Consider the following scenario: 25 | 26 | A customer notices a company’s ad on their social media profile of a pair of shoes that they had just been checking out on that company’s website. As a result, that pair of shoes is more likely to be in the customer’s mind when they go to make a purchase. This outcome is one of the benefits of using paid social media. 27 | 28 | What is this benefit called? 29 | 30 | - **Remarketing** 31 | 32 | 33 | - Targeting 34 | 35 | 36 | - Reaching 37 | 38 | 39 | - Competing 40 | 41 |
42 | 43 | ### Question 3 44 | 45 | Which type of social media is best for raising brand awareness, targeting specific audiences, and driving conversions? 46 | 47 | - **Paid social media** 48 | 49 | 50 | - Brand-focused social media 51 | 52 | 53 | - Targeted social media 54 | 55 | 56 | - Organic social media 57 | 58 |
59 | 60 | ### Question 4 61 | 62 | What types of marketing goals can paid social media help a company achieve? Select all that apply. 63 | 64 | + [x] Targeting specific audiences 65 | 66 | 67 | + [x] Raising brand awareness 68 | 69 | 70 | + [ ] Nurturing customer relationships 71 | 72 | 73 | + [x] Driving conversions 74 | 75 |
76 | 77 | ### Question 5 78 | 79 | Why is setting the objective important in developing a paid social media campaign? Select all that apply. 80 | 81 | + [ ] Establishes the types of influencers a company attracts 82 | 83 | 84 | + [ ] Determines how much product a company will sell 85 | 86 | 87 | + [x] Ensures a company is tracking the right metrics 88 | 89 | + [x] Helps guide users to a company's end goal 90 | 91 |
92 | 93 | ### Question 6 94 | 95 | What should a company consider when deciding which social media platforms to use for their campaign? Select all that apply. 96 | 97 | + [x] Platforms that a company has an established audience on 98 | 99 | + [ ] Platforms that offer the most competition for a company 100 | 101 | + [ ] Platforms that a company has not advertised on 102 | 103 | + [x] Platforms that a company is familiar with 104 | 105 |
106 | 107 | ### Question 7 108 | 109 | What does a digital marketer need to consider when developing a strategy for a paid social media campaign? Select all that apply. 110 | 111 | + [x] Develop and upload creatives 112 | 113 | + [x] Set campaign budget 114 | 115 | + [ ] Hire additional staff members 116 | 117 | + [x] Define campaign length 118 | 119 |
120 | 121 | ### Question 8 122 | 123 | How does a company do list-based remarketing? 124 | 125 | - **Upload their list of email contacts to the platform of their choice** 126 | 127 | 128 | - Create a list of competitor’s ads to block on their platform 129 | 130 | 131 | - Place cookies on every platform a customer visits 132 | 133 | 134 | - Post content specific to their brand on multiple platforms 135 | 136 |
137 | 138 | ### Question 9 139 | 140 | Fill in the blank: When setting a paid social media budget, a company needs to think about how they will create _____. 141 | 142 | - analytics software 143 | 144 | 145 | - **content** 146 | 147 | 148 | - tools 149 | 150 | 151 | - influencer interest 152 | 153 |
154 | 155 | ### Question 10 156 | 157 | Fill in the blank: _____ is an ideal strategy if a company’s main goals are to increase conversions and generate revenue. 158 | 159 | - **Cost-per-action (CPA)** 160 | 161 | 162 | - Cost-per-thousand impressions (CPM) 163 | 164 | 165 | - Cost-per-click (CPC) 166 | 167 | 168 | - Cost-per-tool (CPT) 169 | -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-3-useful-tools-for-email-marketing/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 3 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | As a digital marketer, you are tasked with trying to make more sales through the email list. What strategies can you use to build the email list? Select all that apply. 8 | 9 | + [x] Website prompt 10 | 11 | + [x] Social media advertising 12 | 13 | + [ ] Focus group 14 | 15 | + [x] Search engine marketing 16 | 17 |
18 | 19 | ### Question 2 20 | 21 | Fill in the blank: _____ is the practice of dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history. 22 | 23 | - Operating 24 | 25 | 26 | - **Segmentation** 27 | 28 | 29 | - Summarization 30 | 31 | 32 | - Separating 33 | 34 |
35 | 36 | ### Question 3 37 | 38 | As a digital marketer, you are dividing your email list by demographics. Which of the following best represents demographics? 39 | 40 | - **Age, gender identity, family status** 41 | 42 | 43 | - Lifestyle, values, hobbies 44 | 45 | 46 | - Purchasing habits, spending habits, brand loyalty 47 | 48 | 49 | - Climate, population, language 50 | 51 |
52 | 53 | ### Question 4 54 | 55 | As a digital marketer writing an email, what question should you consider to help write the email’s subject line? 56 | 57 | 58 | - How can the reader take an action? 59 | 60 | 61 | - Why should the reader care? 62 | 63 | 64 | - **What are we offering the reader?** 65 | 66 | 67 | - How does this content help the reader? 68 | 69 |
70 | 71 | ### Question 5 72 | 73 | Which of the following best describes a merge tag or personalization tag? 74 | 75 | - A code that sends emails automatically to recipients based on previously opened emails 76 | 77 | 78 | - A code that deletes similar emails before a recipient reads it 79 | 80 | 81 | - **A code that allows the writer to insert unique user data** 82 | 83 | 84 | - A code that combines email lists for efficiency 85 | 86 |
87 | 88 | ### Question 6 89 | 90 | Which of the following are benefits of email marketing automation? Select all that apply. 91 | 92 | + [x] Allows more focus to complete other tasks 93 | 94 | 95 | + [ ] Speeds up the email writing process 96 | 97 | 98 | + [x] Makes the email marketing process simpler and smoother 99 | 100 | 101 | + [x] Ensures the campaign stays organized and on track 102 | 103 |
104 | 105 | ### Question 7 106 | 107 | What can the Mailchimp, HubSpot, and Salesforce tools assist with? 108 | 109 | 110 | - Grammatical check 111 | 112 | 113 | - Website conversions 114 | 115 | 116 | - Graphic design 117 | 118 | 119 | - **Automation** 120 | 121 |
122 | 123 | ### Question 8 124 | 125 | As a digital marketer, you accidentally send an email with the incorrect merge tag code. This is an example of what email marketing mistake? 126 | 127 | 128 | - **Sending with personalization mistakes** 129 | 130 | 131 | - Sending duplicate emails 132 | 133 | 134 | - Sending a broken link 135 | 136 | 137 | - Sending to the wrong segmented list 138 | 139 |
140 | 141 | ### Question 9 142 | 143 | As a digital marketer, you are setting up a process to ensure that the email you send does not have mistakes. What is the name of this quality process? 144 | 145 | - Quality planning 146 | 147 | 148 | - **Quality control** 149 | 150 | 151 | - Quality review 152 | 153 | 154 | - Quality send 155 | 156 |
157 | 158 | ### Question 10 159 | 160 | Imagine you are sending an email to announce a product launch. You write about how the product creators came up with the product idea, what motivated them to create it, and the problem the product solves. This represents which tip for writing effective emails? 161 | 162 | - Determine the purpose of your email. 163 | 164 | 165 | - **Craft the narrative in your email.** 166 | 167 | 168 | - Add a call to action in your email. 169 | 170 | 171 | - Set the tone of your email. -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-3-listening-and-engagement-on-social-media/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 3 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Which of the following are potential benefits of using social listening to better understand how customers feel about a brand? Select all that apply. 8 | 9 | + [x] Ability to addresses negative sentiment 10 | 11 | + [x] Opportunities to analyze the competition 12 | 13 | + [x] Increased customer acquisition 14 | 15 | + [ ] Ability to act on assumptions 16 | 17 |
18 | 19 | ### Question 2 20 | 21 | Which of the following are possible benefits to a company using social listening to assess their competition? Select all that apply. 22 | 23 | + [ ] Learn what products a competitor is planning to release in the future. 24 | 25 | 26 | + [x] Understand what competitors do well and what customers like about them. 27 | 28 | + [x] Identify a competitor’s mistakes to understand what not to do 29 | 30 | + [ ] Determine which touchpoint a customer interacts with before making a purchase 31 | 32 |
33 | 34 | ### Question 3 35 | 36 | Fill in the blank: Addressing customers by their first name and responding to comments with humor or warmth are all examples of _____. 37 | 38 | - social media marketing 39 | 40 | 41 | - social media listening 42 | 43 | 44 | - social media analysis 45 | 46 | 47 | - **social media engagement** 48 | 49 |
50 | 51 | ### Question 4 52 | 53 | Based on social listening, a brand has learned a new product they recently launched is unpopular with their customers. How can they use social media engagement to improve their brand sentiment? 54 | 55 | - Promote a different product to distract customers 56 | 57 | 58 | - Respond to just the customers who liked the product 59 | 60 | 61 | - Copy a competitor's product 62 | 63 | 64 | - **Address their customers' pain points and answer questions** 65 | 66 |
67 | 68 | ### Question 5 69 | 70 | Imagine a skin care company wants to increase social media engagement by responding to comments and mentions from customers talking about their brand. Which of the following are best practices for engaging with customers? Select all that apply. 71 | 72 | + [x] Respond to customers quickly 73 | 74 | + [x] Provide excellent customer service 75 | 76 | + [ ] Respond only to customers who have a positive brand sentiment 77 | 78 | 79 | + [ ] Respond only to customers who want to purchase something 80 | 81 |
82 | 83 | ### Question 6 84 | 85 | Fill in the blank: _____ is someone who chooses to receive updates from a business or brand on a social media platform. 86 | 87 | - An echo 88 | 89 | 90 | - **A follower** 91 | 92 | 93 | - A ping 94 | 95 | 96 | - A Tweet 97 | 98 |
99 | 100 | ### Question 7 101 | 102 | Which of the following tactics would likely result in a company increasing their Twitter following? Select all that apply. 103 | 104 | + [x] Posting relevant, engaging content 105 | 106 | + [x] Adding interesting visuals to Tweets 107 | 108 | 109 | + [x] Using hashtags 110 | 111 | + [ ] Posting infrequently 112 | 113 |
114 | 115 | ### Question 8 116 | 117 | Which of the following are potential benefits of repurposing content? Select all that apply. 118 | 119 | + [ ] Helps determine which products to launch 120 | 121 | + [x] Reaches audiences who missed content previously 122 | 123 | + [x] Saves time 124 | 125 | + [x] Gives content an SEO boost 126 | 127 |
128 | 129 | ### Question 9 130 | 131 | + [x] Audience feels comfortable engaging online 132 | 133 | + [ ] Audience has a negative brand sentiment 134 | 135 | + [x] Audience gains familiarity with the brand 136 | 137 | + [ ] Audience switches to a competitor 138 | 139 |
140 | 141 | ### Question 10 142 | 143 | Which of the following is an example of a call to action on social media? Select all that apply. 144 | 145 | + [x] Take a quiz 146 | 147 | + [ ] Review a competitor 148 | 149 | + [x] Subscribe to a newsletter 150 | 151 | + [x] Answer a question 152 | -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-4-social-media-analytics-and-reporting/social-media-analytics.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Social media analytics 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What is social media analytics? 8 | 9 | - Tracking, collecting, and analyzing data about an organization's business decisions 10 | 11 | 12 | - Tracking and gathering data through observation 13 | 14 | 15 | - Tracking and gathering information that describes qualities or characteristics 16 | 17 | 18 | - **Tracking, collecting, and analyzing data from social media platforms** 19 | 20 | > Social media analytics is the process of tracking, collecting, and analyzing data from social media platforms. You use this data to improve your organization's strategic business decisions. 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | Social media analytics can help you better understand your audience and choose the best platforms for your content. What are the additional benefits of social media analytics? Select four. 27 | 28 | + [x] Learn what content drives results. 29 | 30 | > You can learn what content does better on which platform. Some platforms even offer analytics tools that describe what types of content receive the highest levels of engagement. 31 | 32 | + [x] Learn from your competitors. 33 | 34 | > You can use analytics to analyze your competitors’ data and evaluate what they do well and what mistakes they make. This may inform how you adjust your own content and strategy. 35 | 36 | + [x] Improve your strategy. 37 | 38 | > You can gather insights from analytics to learn what works well—and not so well—in your social media strategy. This information helps you better focus your time, efforts, and budget. 39 | 40 | + [ ] Observe the language people use when talking about your business 41 | 42 | + [x] Measure your social media return on investment, or ROI. 43 | 44 | > You can use analytics to measure your ROI. For example, you can track different metrics in a specific time period to see if you are meeting set goals. 45 | 46 |
47 | 48 | ### Question 3 49 | 50 | What do brand awareness metrics measure? 51 | 52 | - The likelihood that a customer would recommend your product to a friend. 53 | 54 | 55 | - The number of approval actions that a post receives relative to your total number of followers. 56 | 57 | - **The attention your brand receives across all social media platforms during a reporting period.** 58 | 59 | > In the awareness stage of the marketing funnel your goal is to capture your audience’s attention. To measure that, you track metrics related to brand awareness. Common brand awareness metrics include impressions and potential reach. 60 | 61 | - The completion of an activity that contributes to the success of your business. 62 | 63 |
64 | 65 | ### Question 4 66 | 67 | In the conversion stage of the marketing funnel, a business measures how customers are guided to their website from specific social media platforms. What metric does this describe? 68 | 69 | - Testimonials 70 | 71 | - Impressions 72 | 73 | - Applause rate 74 | 75 | - **Referrals** 76 | 77 | > Once potential customers decide to make a purchase, they enter the conversion stage. At this point, a business can measure the referrals they receive on specific platforms to learn how people are guided to their website. 78 | 79 |
80 | 81 | ### Question 5 82 | 83 | Imagine that your brand uses analytics to identify emerging trends on social media. How does this impact your marketing strategy? 84 | 85 | - **You can create real-time marketing content that is relevant to what people are most interested in at any given time.** 86 | 87 | > Tracking social media trends helps you learn what content, products, and advertising are creating the most interest online. You use this information to create relevant, real-time marketing content that people are interested in. 88 | 89 | - You can share your content on different platforms based on engagement. 90 | 91 | - You can customize content for your customers based on their personas. 92 | 93 | - You can create content that aligns with the best-performing content from your competitors. 94 | 95 | -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-3-listening-and-engagement-on-social-media/social-listening.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Social Listening 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Fill in the blank: The process of tracking and analyzing conversations and trends related to a brand is called _____. 8 | 9 | - social media sentiment 10 | 11 | 12 | - social messaging 13 | 14 | 15 | - social media solution 16 | 17 | 18 | - social listening 19 | 20 | > Social listening is the process of tracking and analyzing conversations and trends related to a company’s brand. Social listening can help a company identify problems customers are having with a brand. The company can then offer a solution to these problems on social media. 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | Fill in the blank: A _____ is a word or phrase that comes after the pound symbol that indicates that a piece of content relates to a specific topic or category. 27 | 28 | - **hashtag** 29 | 30 | > A hashtag is a word or phrase that comes after the pound symbol that indicates that a piece of content relates to a specific topic or category. Hashtags are a kind of digital label that help people find content across social media platforms. 31 | 32 | 33 | - phrase 34 | 35 | 36 | - slogan 37 | 38 | 39 | - keyword 40 | 41 |
42 | 43 | ### Question 3 44 | 45 | Which of the following are examples of keywords that can help a company find conversations about their brand online? Select all that apply. 46 | 47 | + [x] Hashtags related to the brand 48 | 49 | > Hashtags related to the brand are an example of keywords that can help a company find conversations about their brand. Other examples include brand and product names and industry buzzwords. 50 | 51 | + [ ] Customer pain points 52 | 53 | + [x] Industry buzzwords 54 | 55 | > Industry buzzwords are an example of keywords that can help a company find conversations about their brand. Other examples include brand and product names and hashtags related to the brand. 56 | 57 | + [x] Brands and product names 58 | 59 | > Brand and product names are an example of keywords that can help a company find conversations about their brand. Other examples include hashtags related to the brand and industry buzzwords. 60 | 61 |
62 | 63 | ### Question 4 64 | 65 | The insights gained from social listening can help a company do which of the following? Select all that apply. 66 | 67 | + [ ] Learn what customers will buy next year 68 | 69 | + [x] Create content their followers are interested in 70 | 71 | > The insights gained from social media can help a company create content their followers are interested in. It also helps them come up with new ideas based on industry trends and adjust their marketing strategy. 72 | 73 | + [x] Adjust their marketing strategy to fit the current marketplace 74 | 75 | > The insights gained from social media can help a company adjust their marketing strategy to fit the current marketplace. It also helps them create content their followers are interested in and come up with new ideas based on industry trends. 76 | 77 | + [x] Come up with new ideas based on trends in their industry 78 | 79 | > The insights gained from social media can help a company come up with new ideas based on trends in their industry. It also helps them create content their followers are interested in and adjust their marketing strategy. 80 | 81 |
82 | 83 | ### Question 5 84 | 85 | Which of the following are social listening tools a company can use to track and analyze conversations and trends related to their brand? 86 | 87 | + [x] Sprout Social 88 | 89 | > Hubspot, Sprout Social, and Hootsuite are all social listening tools a company can use to track and analyze conversations and trends related to their brand. 90 | 91 | + [x] Hootsuite 92 | 93 | > Hubspot, Sprout Social, and Hootsuite are all social listening tools a company can use to track and analyze conversations and trends related to their brand. 94 | 95 | + [x] Hubspot 96 | 97 | > Hubspot, Sprout Social, and Hootsuite are all social listening tools a company can use to track and analyze conversations and trends related to their brand. 98 | 99 | + [ ] Jamboard -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-3-digital-marketing-and-ecommerce-strategy/reach-customers-online.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Reach customers online 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What is earned media? 8 | 9 | - Digital content that a brand fully controls 10 | 11 | 12 | - **Positive digital exposure generated through personal or public recommendations** 13 | 14 | > Companies do not create or own earned media, and they cannot pay for it directly. Earned media is generated by customers in response to things like product quality, customer service, and successful marketing campaigns. 15 | 16 | 17 | - Digital promotion that a brand pays to put online 18 | 19 | 20 | - Promoted links that appear at the top of a search page 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | Which of the following factors does a search engine use to rank results? Select all that apply. 27 | 28 | + [ ] Computer type 29 | 30 | + [x] Relevance 31 | 32 | > Search engines explore—or crawl—across the internet to index the content from billions of web pages. When users search for a term, the search engine algorithm ranks the results based on factors including relevance and quality. Marketers can use search engine optimization to potentially provide visibility to a website’s content. 33 | 34 | + [ ] Internet speed 35 | 36 | + [x] Quality 37 | 38 | > Search engines explore—or crawl—across the internet to index the content from billions of web pages. When users search for a term, the search engine algorithm ranks the results based on factors including relevance and quality. Marketers can use search engine optimization to potentially provide visibility to a website’s content. 39 | 40 |
41 | 42 | ### Question 3 43 | 44 | What search engine optimization (SEO) practice includes identifying common search terms and phrases consumers use to find products or services online? 45 | 46 | - Adopting a user-friendly website structure 47 | 48 | - **Conducting keyword research** 49 | 50 | > Search engine optimization is a process that helps content gain visibility in search engine results. Basic SEO practices include conducting keyword research, creating quality content, and applying a usable website structure. 51 | 52 | - Purchasing paid media ads 53 | 54 | - Creating quality content 55 | 56 |
57 | 58 | ### Question 4 59 | 60 | What is search engine marketing (SEM)? 61 | 62 | - The set of practices designed to increase the quantity and quality of traffic to a website 63 | 64 | 65 | - The set of practices designed to keep content useful and usable for customers 66 | 67 | 68 | - The process of generating traffic to a website from results that users receive when they perform a search 69 | 70 | 71 | - **The process of generating traffic to a website through paid ads that appear in search engine results** 72 | 73 | > SEM is the process of generating traffic to a website through paid ads that appear in search engine results. 74 | 75 |
76 | 77 | ### Question 5 78 | 79 | Which paid advertising model charges a business every time someone clicks on their ad? 80 | 81 | - **Pay-per-click ads** 82 | 83 | > With pay-per-click ads, a business only pays when someone actually clicks on their ad. The amount a business pays is known as the cost-per-click. 84 | 85 | - Third-party ads 86 | 87 | 88 | - Minimum-bid ads 89 | 90 | 91 | - Maximum-bid ads 92 | 93 |
94 | 95 | ### Question 6 96 | 97 | Fill in the blank: Remarketing is an important part of digital marketing because it allows a brand to _____. 98 | 99 | - be more visible to potential customers through search engine listings 100 | 101 | 102 | - **recapture the attention of people who are already interested in the brand** 103 | 104 | > Paid ads create opportunities for remarketing. This helps a brand identify previous customers or website visitors and serve them paid ads on other sites and platforms. 105 | 106 | 107 | - encourage website visitors to make a purchase before they leave the website 108 | 109 | 110 | - drive website traffic to the brand’s social media channels 111 | -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-2-strategy-planning-publishing/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 2 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Increasing web traffic and gaining customer insights are examples of what kind of goals? 8 | 9 | - Virtual marketing goals 10 | 11 | 12 | - E-commerce marketing goals 13 | 14 | 15 | - Customer awareness marketing goals 16 | 17 | 18 | - **Social media marketing goals** 19 | 20 |
21 | 22 | ### Question 2 23 | 24 | _What_ is a company trying to identify when they ask these questions: What problems are customers struggling with? What issues do customers have that our products or services could help solve? 25 | 26 | - **Their target audience’s needs** 27 | 28 | - Their customer’s interests 29 | 30 | 31 | - Their audience’s traffic to their website 32 | 33 | 34 | - Their potential customers’ social media preferences 35 | 36 |
37 | 38 | ### Question 3 39 | 40 | When trying to determine the right social media platform, why should a company think about their goals? 41 | 42 | - Various platforms have targeted, hidden fees, so a company should examine their budget goals to choose the most cost-effective option. 43 | 44 | 45 | - **Different social media platforms offer different advantages, so a company should choose the one that is better equipped to help them achieve their goals.** 46 | 47 | 48 | - Every business goal can be reached with social media, so the company should invest in a platform that matches what they are trying to achieve. 49 | 50 | 51 | - A company should set different, individualized goals for every social media platform. 52 | 53 |
54 | 55 | ### Question 4 56 | 57 | Fill in the blank: _____ appeals to people who are on a social media platform to enjoy themselves, and it can help an audience relate to a company’s content and their brand. 58 | 59 | - Conversational content 60 | 61 | 62 | - **Entertaining content** 63 | 64 | 65 | - Inspirational content 66 | 67 | 68 | - Educational content 69 | 70 |
71 | 72 | ### Question 5 73 | 74 | Fill in the blank: _____ makes a company’s brand seem more authentic and reinforces their brand’s message, values, and vision. 75 | 76 | - **Inspirational content** 77 | 78 | 79 | - Conversational content 80 | 81 | 82 | - Promotional content 83 | 84 | 85 | - Educational content 86 | 87 |
88 | 89 | ### Question 6 90 | 91 | Which of the following are examples of promotional content? Select all that apply. 92 | 93 | + [x] Coupons 94 | 95 | + [x] Discounts 96 | 97 | + [x] Free gifts for sign-ups 98 | 99 | + [ ] Video trainings 100 | 101 |
102 | 103 | ### Question 7 104 | 105 | Consider the following scenario: A digital marketer records a product demonstration to showcase the company’s newest arrival. If they post this recording to one of the company’s social media platforms, what content format are they using? 106 | 107 | + [ ] Image 108 | 109 | + [ ] Link 110 | 111 | + [ ] GIF 112 | 113 | + [ ] Video 114 | 115 |
116 | 117 | ### Question 8 118 | 119 | For algorithm-based platforms, why is it better to publish quality content less frequently? 120 | 121 | - Too few posts create demand and user interest 122 | 123 | 124 | - Fewer posts are easier to develop 125 | 126 | 127 | - **Too many posts can cause a drop in engagement** 128 | 129 | 130 | - Singular posts always stand out to users 131 | 132 |
133 | 134 | ### Question 9 135 | 136 | Which tool can help digital marketers manage and organize their social media publishing schedule? 137 | 138 | - **A social media calendar** 139 | 140 | 141 | - A shared media log 142 | 143 | 144 | - A reviewable feed of all posts 145 | 146 | 147 | - An editable document 148 | 149 |
150 | 151 | ### Question 10 152 | 153 | Fill in the blank: When a digital marketer is ready to develop a social media calendar, they first need to identify the _____ they want to post on. 154 | 155 | - competition’s websites 156 | 157 | 158 | - **social media platforms** 159 | 160 | 161 | - customer reviews 162 | 163 | 164 | - influencer blogs 165 | -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-3-apply-search-engine-optimization/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 3 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | As a digital marketer creating a webpage, you start with keyword research to better understand the visitor. Then you create fresh and unique content tailored to your visitors. This represents which website optimization recommendation? 8 | 9 | - Provide an appropriate amount of content for your subject. 10 | 11 | 12 | - Make expertise and authoritativeness clear. 13 | 14 | 15 | - **Know what visitors want and give it to them.** 16 | 17 | 18 | - Act in a way that cultivates user trust. 19 | 20 |
21 | 22 | ### Question 2 23 | 24 | What are some benefits of good anchor text? Select all that apply. 25 | 26 | + [ ] Helps visitors with a visual impairment understand the link 27 | 28 | + [ ] Helps Google place a manual action on the webpage 29 | 30 | + [x] Helps Google understand what the page you are linking to is about 31 | 32 | + [x] Helps visitors navigate the website 33 | 34 |
35 | 36 | ### Question 3 37 | 38 | As a digital marketer, you’re reviewing image content on your company’s website. On one of the images you notice the following alt text: best smoothie banana smoothie buy smoothie strawberry smoothie healthy smoothie. This alt text represents which concept to avoid? 39 | 40 | - Perfect keyword analysis 41 | 42 | 43 | - Alt text ranking strategy 44 | 45 | 46 | - Keyword ranking strategy 47 | 48 | 49 | - **Alt text keyword stuffing** 50 | 51 |
52 | 53 | ### Question 4 54 | 55 | Which of the following is a webpage title element recommendation? 56 | 57 | - Title elements should accurately describe the entire website. 58 | 59 | 60 | - **Every page should have a unique title element.** 61 | 62 | 63 | - Title elements should use the same keyword at least twice. 64 | 65 | 66 | - Title elements should be a few sentences long. 67 | 68 |
69 | 70 | ### Question 5 71 | 72 | What website element provides the search engine a summary of what the website is about? 73 | 74 | - Meta title 75 | 76 | 77 | - Title description 78 | 79 | 80 | - Meta keyword 81 | 82 | 83 | - **Meta description** 84 | 85 |
86 | 87 | ### Question 6 88 | 89 | Which of the following best describes structured data? 90 | 91 | - A test to ensure there are no mistakes with the markup 92 | 93 | 94 | - **Code used to better describe a webpage’s content to search engines** 95 | 96 | 97 | - Enhanced elements in Google search with extra visual or interactive features. 98 | 99 | 100 | - A type of code used for rich results 101 | 102 |
103 | 104 | ### Question 7 105 | 106 | Fill in the blank: The _____ provides information about the pages, videos, and other files on a website, and the relationship between them. 107 | 108 | - Snippet 109 | 110 | 111 | - Index 112 | 113 | 114 | - **Sitemap** 115 | 116 | 117 | - Schema 118 | 119 |
120 | 121 | ### Question 8 122 | 123 | Which of the following best describes the recommended Google Search Console usage for a typical digital marketer? Select all that apply. 124 | 125 | + [x] Review emails regarding unusual activity 126 | 127 | + [x] Review the dashboard every month or so 128 | 129 | + [x] Review index reports whenever you add new website content 130 | 131 | + [ ] Review the metrics every day for analysis 132 | 133 |
134 | 135 | ### Question 9 136 | 137 | What Search Console report shows the index status for all the pages in a website? 138 | 139 | - **Coverage report** 140 | 141 | 142 | - Web Search Performance report 143 | 144 | 145 | - Manual Actions report 146 | 147 | 148 | - Security Issues report 149 | 150 |
151 | 152 | ### Question 10 153 | 154 | As a digital marketer managing a website, you would like detailed crawl, index, and serving information about your pages. This information comes directly from the Google index. Which Search Console tool would you use to gather this information? 155 | 156 | - Submit sitemaps tool 157 | 158 | 159 | - Change of address tool 160 | 161 | 162 | - Removals tool 163 | 164 | 165 | - **URL Inspection tool** -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-4-collect-and-analyze-email-campaign-data/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 4 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What is the relationship between metrics and data? 8 | 9 | 10 | - Data are metrics with context. 11 | 12 | 13 | - Metrics and data are the same concept. 14 | 15 | 16 | - **Metrics are data with context.** 17 | 18 | 19 | - Metrics are data without context. 20 | 21 |
22 | 23 | ### Question 2 24 | 25 | Why are KPIs metrics, but not all metrics are KPIs? 26 | 27 | - Because KPIs can be more costly than metrics 28 | 29 | 30 | - **Because it depends which metrics are important to the email campaign’s success** 31 | 32 | 33 | - Because management or the stakeholders may change the KPIs mid-campaign 34 | 35 | 36 | - Because there may be more KPIs than metrics available 37 | 38 |
39 | 40 | ### Question 3 41 | 42 | What metric is calculated by dividing the number of people who opened the email by the number who received the email? 43 | 44 | - **Open rate** 45 | 46 | 47 | - Click-to-open rate 48 | 49 | 50 | - Unsubscribe rate 51 | 52 | 53 | - Conversion rate 54 | 55 |
56 | 57 | ### Question 4 58 | 59 | As an email marketer, you recently sent an email to 16,478 people. The email received 1,621 total clicks, 5,532 opens, and 5,189 unique opens. How would you calculate the click-to-open rate? 60 | 61 | - 1,621 / 16,478 62 | 63 | 64 | - **1,621 / 5,189** 65 | 66 | 67 | - 5,532 / 1,621 68 | 69 | 70 | - 1,621 / 5,532 71 | 72 |
73 | 74 | ### Question 5 75 | 76 | What is the term for the percentage of emails sent that could not be delivered to the recipient’s inbox? 77 | 78 | 79 | - Email spam rate 80 | 81 | 82 | - Email complaint rate 83 | 84 | 85 | - Email denied rate 86 | 87 | 88 | - **Email bounce rate** 89 | 90 |
91 | 92 | ### Question 6 93 | 94 | As a digital marketer, you are determining the purchase conversion rate for an email send. You sent the email to 32,967 recipients. 9,745 opened the email. 2,411 clicked on the ad link. 403 made a purchase. What is the conversion rate calculation for the email send? 95 | 96 | - 2,411 / 403 97 | 98 | 99 | - 32,967 / 403 100 | 101 | 102 | - **403 / 9,745** 103 | 104 | 105 | - 403 / 2,411 106 | 107 |
108 | 109 | ### Question 7 110 | 111 | As a digital marketer, you are trying to calculate the return on investment (ROI) on an email send. The total revenue was $44,955 USD. The total cost was $1,810 USD. What is the calculation for ROI? 112 | 113 | - **($44,955 / $1,810) x 100** 114 | 115 | 116 | - ($44,955 x $1,810) / 100 117 | 118 | 119 | - ($1,810 x 100) / $44,955 120 | 121 | 122 | - ($867 / $1,810) x 100 123 | 124 |
125 | 126 | ### Question 8 127 | 128 | As a digital marketer you are calculating your email list growth rate for the past month. The list gained 1,398 new subscribers. It had 177 unsubscribes. The list total is 29,495 subscribers. How do you calculate the list growth rate for the past month? 129 | 130 | - [(29,495 - 177) / 1,398] x 100 131 | 132 | 133 | - [(177 - 1,398) / 29,495] x 100 134 | 135 | 136 | - **[(1,398 - 177) / 29,495] x 100** 137 | 138 | 139 | - [(29,495 - 1,398) / 177] x 100 140 | 141 |
142 | 143 | ### Question 9 144 | 145 | Which of the following are recommendations for the email marketing report? Select all that apply. 146 | 147 | + [ ] Include jargon and technical language to display expertise. 148 | 149 | 150 | + [x] Use case studies or demos to make the report more engaging. 151 | 152 | 153 | + [ ] Include a collection of raw data that represent the campaign’s progress. 154 | 155 | 156 | + [x] Make the presentation more visual by using software such as Google Slides, Microsoft PowerPoint, or Canva. 157 | 158 |
159 | 160 | ### Question 10 161 | 162 | When giving a presentation on email marketing metrics, you include firsthand quotes from actual users. You also highlight positive emotional experiences resulting from your email campaign. Which tip for presenting does this represent? 163 | 164 | - Be concise. 165 | 166 | 167 | - **Tell a story.** 168 | 169 | 170 | - Speak clearly and slowly. 171 | 172 | 173 | - Allow for pauses. 174 | 175 | 176 | 177 | -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-4-collect-and-analyze-email-campaign-data/types-of-metrics.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Types of metrics 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Which of the following are concepts related to marketing campaign results? Select all that apply. 8 | 9 | + [x] Metrics 10 | 11 | > Metrics are quantifiable measurements that are used to track and assess a business objective. Think of metrics as data, but with additional context. They help you make sense of raw data. Other concepts related to marketing campaign results are data and key performance indicators (KPIs). 12 | 13 | + [x] Key performance indicators (KPIs) 14 | 15 | > KPIs are a measurement used to gauge how successful a business is in reaching a goal. For email marketing, KPIs can be metrics you decide are important to your campaign’s success. Other concepts related to marketing campaign results are data and metrics. 16 | 17 | + [x] Data 18 | 19 | > Data refers to a collection of facts, numbers, or information. Generally, data is without context. When data has context, it is considered metrics. Other concepts related to marketing campaign results are metrics and key performance indicators (KPIs). 20 | 21 | + [ ] Demographics 22 | 23 |
24 | 25 | ### Question 2 26 | 27 | Which of the following are metrics professionals commonly use in email marketing? Select all that apply. 28 | 29 | + [x] Unsubscribe rate 30 | 31 | > The unsubscribe rate is the percentage of email recipients who unsubscribe from your list after opening an email. This metric is useful because it indicates whether you are delivering content that your audience enjoys. Other common metrics in email marketing are the open rate and the click-to-open rate. 32 | 33 | + [x] Open rate 34 | 35 | > An open rate is the percentage of users that open your email. The open rate is important because it indicates how engaged your subscribers are. Other common metrics in email marketing are the click-to-open rate and unsubscribe rate. 36 | 37 | + [x] Click-to-open rate 38 | 39 | > The click-to-open rate factors in the amount of email recipients who clicked on one or more links in an email. This metric is often used in A/B testing where two versions of an email are sent to determine which receives more positive results. Other common metrics in email marketing are the open rate and the unsubscribe rate. 40 | 41 | + [ ] Close rate 42 | 43 |
44 | 45 | ### Question 3 46 | 47 | Which of the following are metrics an organization may use to determine if an email campaign is successful? Select all that apply. 48 | 49 | + [ ] Email sign-up rate 50 | 51 | + [x] Conversation rate 52 | 53 | > The conversion rate is the percentage of email recipients who click on a link in your email and take a desired action. A high conversion rate typically means you are selling more products or services without increasing the budget. Other metrics include the email bounce rate and complaint rate. 54 | 55 | + [x] Complaint rate 56 | 57 | + [x] Email bounce rate 58 | 59 | > The email bounce rate is the percentage of emails sent that could not be delivered to the recipient’s inbox. A bounced email is typically caused by incorrect or inactive email addresses. Other metrics include the conversion rate and complaint rate. 60 | 61 |
62 | 63 | ### Question 4 64 | 65 | Which of the following are three additional metrics an organization may use to determine if an email campaign was successful? Select three. 66 | 67 | + [x] Return on investment (ROI) 68 | 69 | > Return on investment is the ratio of money made to money spent. This metric tells you whether your email marketing strategy is productive. Other metrics include list growth rate and forward rate. 70 | 71 | + [x] List growth rate 72 | 73 | > The list growth rate is the rate at which your list adds additional email addresses. This number is helpful to track because a higher list growth rate may translate to a higher sales volume. Other metrics include return on investment (ROI) and the forward rate. 74 | 75 | + [x] Forward rate 76 | 77 | > A forward rate is the percentage of recipients who click on the “share” button to post to social media. Or, it can be the recipients who click the “forward” button to send the email to others. Other metrics include return on investment (ROI) and the list growth rate. 78 | 79 | + [ ] Impressions -------------------------------------------------------------------------------- /course_4-think-outside-the-inbox-email-marketing/week-5-run-your-won-email-marketing-campaign/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 5 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Consider the following SMART goal: 8 | 9 | Increase the click-to-open rate on sales emails to at least 8% within six months through more persuasive copy and clear calls to action. 10 | 11 | What part of the goal is time-based? 12 | 13 | - “through more persuasive copy and clear calls to action” 14 | 15 | 16 | - **“within six months”** 17 | 18 | 19 | - “to at least 8%” 20 | 21 | 22 | - “increase the click-to-open rate on sales emails” 23 | 24 |
25 | 26 | ### Question 2 27 | 28 | Consider the following SMART goal: 29 | 30 | Increase the click-to-open rate on sales emails to at least 8% within six months through more persuasive copy and clear calls to action. 31 | 32 | What part of the goal is measurable? 33 | 34 | - “through more persuasive copy and clear calls to action” 35 | 36 | 37 | - “Increase the click-to-open rate on sales emails” 38 | 39 | 40 | - **“to at least 8%”** 41 | 42 | 43 | - “within six months” 44 | 45 |
46 | 47 | ### Question 3 48 | 49 | Consider the following SMART goal: 50 | 51 | Use the email marketing software to remove all list subscribers that have not opened a message in over six months by March 31st. 52 | 53 | What part of the goal is specific? 54 | 55 | - “by March 31st” 56 | 57 | 58 | - “remove all list subscribers” 59 | 60 | 61 | - **“that have not opened a message in over six months”** 62 | 63 | 64 | - “email marketing software” 65 | 66 |
67 | 68 | ### Question 4 69 | 70 | As a digital marketer for a tutoring business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by psychographic characteristics? Select all that apply. 71 | 72 | + [ ] What grade is your child in? 73 | 74 | 75 | + [x] How often do you help your child with homework? 76 | 77 | 78 | + [ ] How far do you live from the tutoring center? 79 | 80 | 81 | + [x] How many days a week does your child do homework? 82 | 83 |
84 | 85 | ### Question 5 86 | 87 | As a digital marketer for a travel booking company, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by demographic data? Select all that apply. 88 | 89 | + [x] Are you single, in a relationship, married, or in a domestic partnership? 90 | 91 | + [ ] What countries are you interested in traveling to? 92 | 93 | 94 | + [ ] What type of activities do you enjoy on a vacation? 95 | 96 | + [x] Will you be traveling with children? 97 | 98 |
99 | 100 | ### Question 6 101 | 102 | As a digital marketer for an online jewelry business, you are segmenting your email list to send more relevant emails to customers. Which of the following questions would help you segment by behavioral data? Select all that apply. 103 | 104 | + [ ] What is your typical price range for a piece of jewelry? 105 | 106 | + [ ] Are you interested in following jewelry trends? 107 | 108 | + [x] How often do you make a purchase from our website? 109 | 110 | + [x] What jewelry products have you purchased in the past? 111 | 112 |
113 | 114 | ### Question 7 115 | 116 | When crafting an email, which element begins with a verb, is no more than five words in length, and may encourage the reader to make a purchase? 117 | 118 | - **Call to action** 119 | 120 | 121 | - Signature 122 | 123 | 124 | - Message body 125 | 126 | 127 | - Subject line 128 | 129 |
130 | 131 | ### Question 8 132 | 133 | In your last email send, you delivered 23,019 emails with 3,162 ad clicks and 771 conversions. What is the calculation for email send’s conversion rate? 134 | 135 | - 3,162 / 23,019 136 | 137 | 138 | - 3,162 / 771 139 | 140 | 141 | - 771 / 23,019 142 | 143 | 144 | - **771 / 3,162** 145 | 146 |
147 | 148 | ### Question 10 149 | 150 | In your last email send, you delivered 223,482 emails with 48,332 unique opens and 10,041 clicks. What is the calculation for your click-to-open rate? 151 | 152 | - 48,332 / 10,041 153 | 154 | 155 | - 10,041 / 223,482 156 | 157 | 158 | - **10,041 / 48,332** 159 | 160 | 161 | - 223,482 / 10,041 -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-1-introduction-interact-with-customers-online/understand-social-media-marketing.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Understand social media marketing 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Fill in the blank: _____ is the process of creating content for different social media platforms in order to drive engagement and promote a business or product. 8 | 9 | - **Social media marketing** 10 | 11 | > Social media marketing is the process of creating content for different social media platforms in order to drive engagement and promote a business or product. Social media marketing enables a company to connect with their customers, so they better understand the company’s brand. 12 | 13 | 14 | - Print advertising 15 | 16 | 17 | - Google Ad purchasing 18 | 19 | 20 | - Smart bidding 21 | 22 |
23 | 24 | ### Question 2 25 | 26 | What are the benefits of social media marketing? Select all that apply. 27 | 28 | + [ ] Targets the competition's customer base 29 | 30 | + [x] Improves brand awareness 31 | 32 | > Social media marketing improves brand awareness, drives traffic to a company’s website, and builds stronger relationships with existing customers. 33 | 34 | + [x] Drives traffic to a company's website 35 | 36 | > Social media marketing improves brand awareness, drives traffic to a company’s website, and builds stronger relationships with existing customers. 37 | 38 | + [x] Builds stronger relationships with existing customers 39 | 40 | > Social media marketing improves brand awareness, drives traffic to a company’s website, and builds stronger relationships with existing customers. 41 | 42 |
43 | 44 | ### Question 3 45 | 46 | What are the five core pillars of social media marketing? Select five. 47 | 48 | + [x] Planning and publishing 49 | 50 | > The five core pillars of social media marketing are: strategy, planning and publishing, listening and engagement, analytics and reports, and paid social media. These pillars can help guide an effective social media marketing campaign. 51 | 52 | + [x] Paid social media 53 | 54 | > The five core pillars of social media marketing are: strategy, planning and publishing, listening and engagement, analytics and reports, and paid social media. These pillars can help guide an effective social media marketing campaign. 55 | 56 | + [x] Analytics and reports 57 | 58 | > The five core pillars of social media marketing are: strategy, planning and publishing, listening and engagement, analytics and reports, and paid social media. These pillars can help guide an effective social media marketing campaign. 59 | 60 | + [x] Strategy 61 | 62 | > The five core pillars of social media marketing are: strategy, planning and publishing, listening and engagement, analytics and reports, and paid social media. These pillars can help guide an effective social media marketing campaign. 63 | 64 | + [x] Listening and engagement 65 | 66 | > The five core pillars of social media marketing are: strategy, planning and publishing, listening and engagement, analytics and reports, and paid social media. These pillars can help guide an effective social media marketing campaign. 67 | 68 | + [ ] Educating and promoting 69 | 70 |
71 | 72 | ### Question 4 73 | 74 | Which of the following statements about earned media are true? Select all that apply. 75 | 76 | + [x] It does _not_ require a paid promotion. 77 | 78 | > Earned media is a personal or public promotion of a brand or product. All earned media is organic, which means that it does not require a paid promotion.\ 79 | 80 | + [ ] It is all the digital content a brand fully controls. 81 | 82 | + [x] It is a personal or public promotion of a brand or product. 83 | 84 | > Earned media is a personal or public promotion of a brand or product. It is marketing generated by a brand’s customers. All earned media is organic, which means that it does not require a paid promotion. 85 | 86 | + [ ] It is any form of digital promotion a brand pays to put online. 87 | 88 |
89 | 90 | ### Question 5 91 | 92 | Which are examples of owned social media? Select all that apply. 93 | 94 | + [ ] Video ads 95 | 96 | + [x] Community forums 97 | 98 | + [x] Blogs sites 99 | 100 | > Blog sites and community forums are examples of owned social media. 101 | 102 | + [ ] User generated content -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-1-foundations/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 1 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What is the term for any communication method or platform a business can use to reach their target audience online? 8 | 9 | - Online sales 10 | 11 | 12 | - Target strategy 13 | 14 | 15 | - **Digital channel** 16 | 17 | 18 | - E-commerce 19 | 20 |
21 | 22 | ### Question 2 23 | 24 | What is the practice of reaching consumers online through digital channels with the aim of turning them into customers? 25 | 26 | - Face-to-face marketing 27 | 28 | 29 | - **Digital marketing** 30 | 31 | 32 | - E-commerce 33 | 34 | 35 | - Online sales 36 | 37 |
38 | 39 | ### Question 3 40 | 41 | With digital marketing you can reduce expenses by being very specific about serving ads to the right audiences at the right moments. Which advantage of digital marketing does this represent? 42 | 43 | - You can reach more people. 44 | 45 | 46 | - You get faster results. 47 | 48 | 49 | - You can build relationships with customers. 50 | 51 | 52 | - **It is more cost-effective.** 53 | 54 |
55 | 56 | ### Question 4 57 | 58 | Which of the following statements regarding working in a marketing career is generally true? 59 | 60 | - **A digital marketing coordinator and e-commerce analyst often share similar skills.** 61 | 62 | 63 | - Specializing in a marketing field that aligns with your strengths is not recommended. 64 | 65 | 66 | - You are typically responsible for a wider range of marketing tasks in a large business than a small business. 67 | 68 | 69 | - Marketing coordinators’ tasks at a company are often disconnected and unrelated. 70 | 71 |
72 | 73 | ### Question 5 74 | 75 | Which of the following best describes the quality of being curious as a digital marketer or e-commerce analyst? 76 | 77 | - Highlight unique qualities and get customers’ attention in creative ways. 78 | 79 | 80 | - Use analytical thinking to collect and organize information to spot patterns and solve problems. 81 | 82 | 83 | - **Seek out answers about people—what they want, how they think, and what motivates them to take action.** 84 | 85 | 86 | - Communicate insights effectively to an audience. 87 | 88 |
89 | 90 | ### Question 6 91 | 92 | Question 6 93 | Which of the following best describes a portfolio? 94 | 95 | - It contains letters of recommendation from past employers. 96 | 97 | 98 | - It contains your previous job titles and descriptions chronologically. 99 | 100 | 101 | - **It contains your samples of past work and demonstrates relevant work experience.** 102 | 103 | 104 | - It contains a letter outlining your credentials and interest in a job. 105 | 106 |
107 | 108 | ### Question 7 109 | 110 | Which of the following are benefits of working as an in-house marketing employee? Select all that apply. 111 | 112 | + [ ] Collaborate on a variety of initiatives in multiple industries 113 | 114 | + [x] Get to know one company and its products 115 | 116 | + [x] Gain knowledge and expertise in a specific industry 117 | 118 | + [x] Likely have a clear path to promotion 119 | 120 |
121 | 122 | ### Question 8 123 | 124 | Which of the following are benefits of working in a marketing agency role? Select all that apply. 125 | 126 | + [x] Collaborate on a variety of initiatives in multiple industries. 127 | 128 | + [x] Develop broad and flexible expertise. 129 | 130 | + [x] Learn certain skill sets very well. 131 | 132 | + [ ] Gain deep knowledge and expertise in a specific industry. 133 | 134 |
135 | 136 | ### Question 9 137 | 138 | Which of the following are typically associate-level roles in digital marketing? Select all that apply. 139 | 140 | + [x] Social media specialist 141 | 142 | + [ ] Customer service specialist 143 | 144 | + [x] Search engine optimization (SEO) specialist 145 | 146 | + [x] Search engine marketing (SEM) specialist 147 | 148 |
149 | 150 | ### Question 10 151 | 152 | Which of the following are typically job responsibilities for a digital marketing coordinator? Select all that apply. 153 | 154 | + [x] Draft social media copy and obtain approvals. 155 | 156 | + [x] Follow SEO best practices. 157 | 158 | + [x] Analyze data from marketing campaigns. 159 | 160 | + [ ] Approve and disburse funds for marketing activities. 161 | 162 | 163 | -------------------------------------------------------------------------------- /course_1-foundations-digital-marketing/week-3-digital-marketing-and-ecommerce-strategy/value-of-brands-for-digital-marketing.md: -------------------------------------------------------------------------------- 1 | ## Pratice Quiz: The value of brands for digital marketing 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Which of the following describes a brand? 8 | 9 | - The services a business provides its customers 10 | 11 | - **The perception the public has about a business or organization** 12 | 13 | > A brand is how a business or organization is perceived by the public. 14 | 15 | - The people that work for a business or organization 16 | 17 | - The things a business sells, like clothing, software, or entertainment 18 | 19 |
20 | 21 | ### Question 2 22 | 23 | Which of the following are examples of factors that can influence a brand? Select all that apply. 24 | 25 | + [x] Culture 26 | 27 | > Some factors that can influence a brand include values, culture, and design elements. 28 | 29 | + [x] Values 30 | 31 | > Some factors that can influence a brand include values, culture, and design elements. 32 | 33 | + [ ] Products sold 34 | 35 | + [x] Design elements 36 | 37 | > Factors that can influence a brand include values, culture, and design elements. 38 | 39 |
40 | 41 | ### Question 3 42 | 43 | Which of the following statements are true about the relationship between branding and marketing? Select all that apply. 44 | 45 | + [x] A company can have great values and amazing products, but they still need marketing to build brand recognition and drive sales. 46 | 47 | > It is true that a brand is the foundation of a successful marketing strategy, but digital marketing can also affect the public perception of a brand. Additionally, a company can put many resources into a digital marketing strategy, but without a strong brand identity, they will not be memorable. A company can have great values and amazing products, but they still need marketing to build brand recognition and drive sales. 48 | 49 | + [ ] A brand is the only thing needed to drive sales and sell products and services to customers, but many companies use digital marketing when it is unnecessary. 50 | 51 | + [x] A brand is the foundation of a successful digital marketing strategy, but digital marketing can also affect public perception of a brand. 52 | 53 | > It is true that a brand is the foundation of a successful marketing strategy, but digital marketing can also affect the public perception of a brand. Additionally, a company can put many resources into a digital marketing strategy, but without a strong brand identity, they will not be memorable. A company can have great values and amazing products, but they still need marketing to build brand recognition and drive sales. 54 | 55 | + [x] A company can put many resources into a digital marketing strategy, but without a strong brand identity, they will not be memorable. 56 | 57 | > It is true that a brand is the foundation of a successful marketing strategy, but digital marketing can also affect the public perception of a brand. Additionally, a company can put many resources into a digital marketing strategy, but without a strong brand identity, they will not be memorable. A company can have great values and amazing products, but they still need marketing to build brand recognition and drive sales. 58 | 59 |
60 | 61 | ### Question 4 62 | 63 | Which of the following is the value consumers attribute to one brand’s offerings when compared with similar products from another brand? 64 | 65 | - Brand positioning 66 | 67 | 68 | - **Brand equity** 69 | 70 | > Brand equity is the value consumers attribute to one brand’s offerings when compared with similar products from another brand. When a brand has positive equity, it means consumers feel good about the brand. 71 | 72 | 73 | - Brand identity 74 | 75 | 76 | - Brand personality 77 | 78 |
79 | 80 | ### Question 5 81 | 82 | Which of the following describes the concept of brand equity? 83 | 84 | - **How much more customers are willing to pay for the brand they know and trust over another brand that makes an identical product** 85 | 86 | > Brand equity is how much more customers are willing to pay for the brand they know and trust over another brand that makes an identical product. 87 | 88 | 89 | - How much customers are willing to pay for a brand they do not already know to try something new 90 | 91 | 92 | - How much customers are willing to pay for a brand that is on sale over a brand they know and trust 93 | 94 | 95 | - How much customers are willing to pay for a new brand with interesting packaging over a brand they know and trust 96 | 97 | -------------------------------------------------------------------------------- /course_2-attract-and-engage-customers/week-3-apply-search-engine-optimization/analyze-search-performance-and-user-behavior.md: -------------------------------------------------------------------------------- 1 | ## Practice Quiz: Analyze search performance and user behavior 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | Which of the following are recommended steps when first getting started with Google Search Console? Select three. 8 | 9 | + [x] Consider submitting a sitemap. 10 | 11 | > The sitemap is a file that provides information about the pages, videos, and other files on a website, and the relationship between them. Other first steps are reviewing any mobile usability errors and ensuring Google can find your webpages. 12 | 13 | + [ ] Create and publish a website. 14 | 15 | + [x] Review any mobile usability errors. 16 | 17 | > The mobile usability report shows issues that might affect your visitors’ experience while browsing the site on a mobile device. If there is an issue, the report recommends how to fix the issue. Other first steps are to consider submitting a sitemap and ensuring Google can find your webpages. 18 | 19 | + [x] Ensure Google can find your webpages. 20 | 21 | > The index coverage report provides an overview of all the pages Google indexed or tried to index on your website. Review the list available and try to fix page errors and warnings. Other first steps are reviewing any mobile usability errors and to consider submitting a sitemap. 22 | 23 |
24 | 25 | ### Question 2 26 | 27 | Which of the following is true regarding how often you should monitor Google Search Console? Select three. 28 | 29 | + [x] Every month or so, review the dashboard. 30 | 31 | > Every month, review the dashboard to ensure there are no errors. Also confirm there has not been an unusual decrease in clicks to the website. Additionally, when monitoring Search Console, your day-to-day usage should be minimal, but you should review it when you add new website content. 32 | 33 | + [ ] Onlyh submit a sitemap once. 34 | 35 | + [x] Day-to-day usage should be minimal. 36 | 37 | > Typically, you will not check Search Console every day. You will receive an email when unusual events occur, such as if the website is hacked or if Google has any issues crawling the website. Additionally, when monitoring Search Console, you should review the dashboard every month and every time you add new website content. 38 | 39 | + [x] Review every time you add new website content. 40 | 41 | > Typically, you will not check Search Console every day. You will receive an email when unusual events occur, such as if the website is hacked or if Google has any issues crawling the website. Additionally, when monitoring Search Console, you should review the dashboard every month and every time you add new website content. 42 | 43 |
44 | 45 | ### Question 3 46 | 47 | Which of the following are popular reports available in Google Search Console? Select three. 48 | 49 | + [x] Manual Actions report 50 | 51 | > A manual action is Google’s way to demote or remove webpages that are not compliant with its webmaster quality guidelines. The report indicates which, if any, pages have a manual action. Other reports include the Web Search Performance report and Links report. 52 | 53 | + [x] Web Search Performance report 54 | 55 | > The Web Search Performance report provides information about the impressions, clicks, click-through-rate, and average position of webpages. Other reports available include the Links report and Manual Actions report. 56 | 57 | + [x] Links report 58 | 59 | > The Links report shows what websites link to yours, what the link’s text is, and what your top-linked pages are. Use this report to understand which pages are receiving the most links from other websites. Other reports include the Web Search Performance report and the Manual Actions report. 60 | 61 | + [ ] Keyword Profitability report 62 | 63 |
64 | 65 | ### Question 4 66 | 67 | Which of the following are tools available in Google Search Console? Select three. 68 | 69 | + [x] Removals tool 70 | 71 | > The Removals tool temporarily blocks webpages from Google search results. The temporary block lasts about six months. Other tools include the URL inspection tool and the Change of address tool. 72 | 73 | + [ ] Website creation tool 74 | 75 | + [x] Change of address tool 76 | 77 | + [x] URL inspection tool 78 | 79 | > The URL inspection tool provides detailed crawling, indexing, and serving information about your pages, directly from the Google index. The URL inspection tool reveals any errors on the webpage, such as code errors. Other tools include the removals tool and change of address tool. -------------------------------------------------------------------------------- /course_3-from-likes-to-leads/week-1-introduction-interact-with-customers-online/graded-assessment/graded-quiz.md: -------------------------------------------------------------------------------- 1 | ## Graded Quiz: Week 1 2 | 3 |
4 | 5 | ### Question 1 6 | 7 | What enables companies to connect with their customers in order to help customers better understand their brand? 8 | 9 | - Virtual marketing 10 | - E-commerce marketing 11 | - Customer awareness marketing 12 | - ** Social media marketing** 13 | 14 |
15 | 16 | ### Question 2 17 | 18 | What are the reasons why social media marketing has become a crucial element of many companies’ business development strategies? Select three. 19 | + [x] Gain valuable insights. 20 | + [x] Drive traffic to a company's website. 21 | + [ ] Hire more employees than the competition. 22 | + [x] Build stronger relationship with existing customers. 23 | 24 |
25 | 26 | ### Question 3 27 | 28 | Why is it beneficial for a company to learn about their target audience’s likes, dislikes, and interests through social media? 29 | 30 | 31 | - It can help to forecast potential product sales and revenue. 32 | 33 | 34 | - D: It can help to enhance the exclusivity of an advertising plan in order to focus on a higher end customer base. 35 | 36 | 37 | - It can help to predict necessary budget cuts. 38 | 39 | 40 | - **It can help to inform and tailor a company’s marketing strategy to that audience.** 41 | 42 |
43 | 44 | ### Question 4 45 | 46 | Fill in the blank: The first core pillar of social media marketing is ___. 47 | 48 | - listening and engagement 49 | 50 | 51 | - paid social media 52 | 53 | 54 | - planning and publishing 55 | 56 | 57 | - **strategy** 58 | 59 |
60 | 61 | ### Question 5 62 | 63 | Consider the following scenario: 64 | 65 | A company is trying to determine when their audience is most likely to engage with their content, as well as how often the company should post. 66 | 67 | Which core pillar of social media marketing is this company working on? 68 | 69 | - Analyzing and strategizing 70 | 71 | 72 | - **Planning and publishing** 73 | 74 | 75 | - Listening and reporting 76 | 77 | 78 | - Timing and engaging 79 | 80 |
81 | 82 | ### Question 6 83 | 84 | Which of the following are outcomes of the core pillar of listening and engagement? Select all that apply. 85 | 86 | + [x] Understand what people think about the brand. 87 | 88 | + [ ] Increase customers' positive experience with a competitor's brand. 89 | 90 | + [x] Learn about what content resonates best with the audience. 91 | 92 | + [ ] Recognize the performance of the social media campaign. 93 | 94 |
95 | 96 | ### Question 7 97 | 98 | Which are the _three_ types of digital media? Select three. 99 | 100 | + [ ] Borrowed 101 | 102 | + [x] Owned 103 | 104 | + [x] Earned 105 | 106 | + [x] Paid 107 | 108 |
109 | 110 | ### Question 8 111 | 112 | Consider the following scenario. 113 | 114 | A digital marketer is running a social media campaign for a company that sells dog treats. Customers are posting pictures of their dogs devouring these treats on social media. 115 | 116 | This user-generated content is an example of which type of media? 117 | 118 | - Paid 119 | 120 | 121 | - Borrowed 122 | 123 | 124 | - **Earned** 125 | 126 | 127 | - Owned 128 | 129 |
130 | 131 | ### Question 9 132 | 133 | Fill in the blank: _____ social media can be used to target specific groups of people who might be interested in a company’s products and services, as well as promote a company’s content in order to drive more earned media. 134 | 135 | - Organic 136 | 137 | 138 | - **Paid** 139 | 140 | 141 | - Owned 142 | 143 | 144 | - User-based 145 | 146 |
147 | 148 | ### Question 10 149 | 150 | Consider the following scenario: 151 | 152 | Potential customers are searching for more information to help them decide whether or not to make a purchase. They may be looking for reviews or comparing the company’s offerings to other competitors. 153 | 154 | What action should the company take to set their brand apart from the competition? 155 | 156 | - Develop social media content that relates to the purchases potential customers have already made. 157 | 158 | 159 | - Nurture relationships with potential customers, so the company can remain in their minds. 160 | 161 | 162 | - Capture product sales of potential customers who fit the target audience. 163 | 164 | 165 | - **Provide potential customers with more detailed information about the brand.** 166 | 167 | 168 | 169 | 170 | 171 | 172 | --------------------------------------------------------------------------------