Google Digital Marketing and E-commerce Professional Certificate • STUDY MODE
WEEKLY CHALLENGE 2
QUESTION 1 OF 53
Why does digital marketing focus on reaching potential customers? (Select two)
A
Because it enables better sales forecasts
B
Because it helps increase the frequency of positive reviews
C
Because it lets target audiences know that a company existsCorrect Answer
D
Because it helps set a company apart from its competitorsCorrect Answer
QUESTION 2 OF 53
How can a digital marketing strategy build customer trust and loyalty in a company’s brand?
A
By reaching customers through digital channels before, during, and after a purchaseCorrect Answer
B
By asking customers to complete surveys during their shopping experience
C
By offering customers free promotions and membership trials after each purchase
D
By using social media outlets to market discounts before customers make a purchase
QUESTION 3 OF 53
Consider the following scenario
A customer makes an online purchase. First, they discover the product. Then, they find answers to their questions, decide to make the purchase, and recommend the product to others. What is the path called that the customer takes from finding the product to recommending it?
A
The company pain points
B
The awareness tactic
C
The customer journeyCorrect Answer
D
The strategic marketing plan
QUESTION 4 OF 53
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.
A
customer impact collage
B
product marketing summary
C
customer journey mapCorrect Answer
D
product impact graph
QUESTION 5 OF 53
Why is a marketing funnel wide at the top and narrow at the bottom?
A
Many potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers.Correct Answer
B
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.
C
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.
D
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.
QUESTION 6 OF 53
Fill in the blank The top of the funnel is the _____ stage, which is when a potential customer encounters a brand for the first time.
A
AwarenessCorrect Answer
B
communication
C
consideration
D
conversion
QUESTION 7 OF 53
Which is an awareness tactic to reach potential customers?
A
Marketing advertisements based on products and pages potential customers visited
B
Showcasing positive customer feedback and reviews
C
Offering free samples, tools, or trial memberships that let potential customers test out a company’s services before committing
D
Improving a company’s rankings in search engine results by optimizing website content around specific search termsCorrect Answer
QUESTION 8 OF 53
Fill in the blank It is important to _____ outcomes at each stage of the funnel because it allows a company to find out what they are doing right, what they are doing wrong, and where they could improve.
A
highlight
B
measureCorrect Answer
C
outline
D
communicate
QUESTION 9 OF 53
Fill in the blank Companies should provide clear and useful content and experiences, so leads can easily find answers and take action, making _____ more likely.
A
loyalty
B
conversionCorrect Answer
C
awareness
D
consideration
QUESTION 10 OF 53
What metric helps companies better manage customer relationships and provides insight into how well the entire marketing funnel serves customers?
A
LoyaltyCorrect Answer
B
Consideration
C
Conversion
D
Awareness
QUESTION 11 OF 53
Fill in the blank Digital marketing helps online companies stand out from the competition by _____.
A
identifying new vendors
B
increasing stakeholder engagement
C
reaching potential customersCorrect Answer
D
emailing former employees
QUESTION 12 OF 53
Why is the customer journey important for digital marketing?
A
Because once the journey creates customer trust in the brand, it can never be lost
B
Because the journey can establish a customer purchase baseline to keep product inventory up-to-date
C
Because the journey can be marketed and sold to increase company revenue
D
Because understanding and improving the journey can transform a potential customer into a loyal customerCorrect Answer
QUESTION 13 OF 53
A visual representation of the process through which people go from first learning about a brand to becoming loyal customers is called what? Select all that apply.
A
A loyalty funnel
B
A customer experience funnel
C
A conversion funnelCorrect Answer
D
A marketing funnelCorrect Answer
E
A sales funnelCorrect Answer
QUESTION 14 OF 53
How does a marketing funnel differ from a customer journey map?
A
A marketing funnel is about what a company can do to discourage certain customers from moving from one stage to the next. A customer journey map is about how customers feel during each step of their product journey.
B
A marketing funnel is about what a company can do to move lots of customers from one stage to the next. A customer journey map is about how specific customers reach different points in their purchasing journey.Correct Answer
C
A marketing funnel is about what a company can do to reach a specialized customer base as they graduate from one stage to the next. A customer journey map is about how customers generalize their experience with the company.
D
A marketing funnel is about what a company can do to reach more customers in the preliminary stage. A customer journey map is about how potential customers decide not to continue their purchasing journey.
QUESTION 15 OF 53
Fill in the blank During the _____ stage of the marketing funnel, some potential customers will become leads.
A
ConsiderationCorrect Answer
B
conversion
C
loyalty
D
awareness
QUESTION 16 OF 53
In the awareness stage, why is it important to measure impressions, reach, and frequency?
A
Digital marketers will need to reevaluate their advertising budget if these three metrics are not improving.
B
The measurements from these three data points will determine a company’s overall success.
C
Digital marketers will need to grow their department if all three measurements are positive.
D
Digital marketers can find out how big an impact their ads are having and decide if they need to reevaluate their ad strategy.Correct Answer
QUESTION 17 OF 53
Consider the following scenario
Arjun is shopping online at a few different retailers. He has added items to his cart at each store. But instead of completing any of these purchases, he steps away from his computer, leaving his cart full of products. Why is it important for online companies to measure these instances of cart abandonment?
A
Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.Correct Answer
B
Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
C
Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.
D
Losing conversions count against the company, resulting in loss of trust among potential customers.
QUESTION 18 OF 53
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?
A
By increasing sales for the bakery
B
By expanding the marketing budget for the bakery
C
By intercepting spam to the bakery’s email inbox
D
By helping the bakery reach potential customersCorrect Answer
QUESTION 19 OF 53
How can a digital marketing strategy get customers to come back for an additional purchase?
A
By building customer trustCorrect Answer
B
By offering a first-time customer discount
C
By creating a print advertising campaign
D
By establishing a strong sales plan
QUESTION 20 OF 53
Consider the following scenario
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?
A
The company’s philosophy
B
The company’s sales goals
C
The brand’s marketing awareness
D
The customer journeyCorrect Answer
QUESTION 21 OF 53
What is a marketing funnel?
A
A step-by-step experience through which people go from first clicking on a brand’s website to exploring its different features
B
A visual representation of the process through which people go from first learning about a brand to becoming loyal customers
C
An advertising strategy aimed at narrowing people’s experience with the company’s productCorrect Answer
D
A reverse examination of people who leave the brand after a poor experience in their customer journey
QUESTION 22 OF 53
Which are conversion tactics? Select all that apply.
A
Rewards programs
B
Follow-up emails
C
Product-focused adsCorrect Answer
D
A clear returns policyCorrect Answer
E
A smooth checkout processCorrect Answer
QUESTION 23 OF 53
Why is it important to measure conversion in the marketing funnel?
A
Because it raises customer awareness and attracts new customers
B
Because this metric allows companies to boost sales and save money
C
Because this measurement reveals the level of engagement customers have with a company’s rewards program
D
Because it provides valuable insights into how customers interact with a company’s brandCorrect Answer
QUESTION 24 OF 53
Fill in the blank A successful digital marketing strategy helps to build _____.
A
more sales among one-time customers
B
sales of a brand’s worst-performing products
C
customer trust in a company)s brandCorrect Answer
D
customer confidence in a competitor’s products
QUESTION 25 OF 53
What tool helps digital marketers better understand how customers find a company and learn about a company?
A
A guide to average customer spending habits
B
A plan of customer benefits
C
A record of customer internet searches
D
A customer journey mapCorrect Answer
QUESTION 26 OF 53
Consider the following scenario
Aisha just made her first purchase on a company’s website. In order to nurture this relationship and build brand loyalty, how can digital marketers create a positive post-purchase experience for Aisha?
A
Provide Aisha with accurate product descriptions
B
Ask Aisha to refer other customers
C
Send Aisha a coupon for the item she just purchased
D
Offer Aisha enrollment in the company)s rewards programCorrect Answer
QUESTION 27 OF 53
Consider the following scenario
Maya is shopping on a company’s website. Maya spends twenty minutes trying to change the item amounts she would like to purchase. Why is it important for the company to measure how long Maya spends on a page?
A
The goal is for customers to find what they need quickly, so if a customer spends a long time completing a task, it might mean that the company needs to reevaluate the layout or functionality of website buttons.Correct Answer
B
The desired outcome is for customers to explore as much of a company’s website as possible, so if a customer never stays on a page for very long, it might mean that the company needs to adjust the user experience to keep them there longer.
C
The objective is to get customers to spend as much time as possible on a company website, so it might mean that longer time spent on a page will increase the chances that they will make more purchases.
D
The end result is to get the customer to purchase the product, so if a customer is on a page for a longer duration of time, it might mean that the company needs to focus more time and money on marketing that particular product.
QUESTION 28 OF 53
Successful businesses help customers achieve their goals instead of focusing on sales. What does this approach focus on?
A
The company’s sales goals
B
The customer journeyCorrect Answer
C
The brand’s marketing awareness
D
The company’s philosophy
QUESTION 29 OF 53
What does a customer journey map help marketers do?
A
Increase sales instantly
B
Ignore touchpoints
C
Create user-friendly experiencesCorrect Answer
D
Lower their expenses.
QUESTION 30 OF 53
What is a visual representation of the process through which people go from first learning about a brand to becoming loyal customers?
A
A customer journey funnel
B
A marketing funnelCorrect Answer
C
A loyalty funnel
D
A customer experience funnel
QUESTION 31 OF 53
Which outcomes take place at the top of the marketing funnel? Select two answers.
A
Customer conversion
B
Brand loyalty
C
AwarenessCorrect Answer
D
Customer engagementCorrect Answer
QUESTION 32 OF 53
Why should marketers measure cart abandonment?
A
Losing conversions count against the company, resulting in loss of trust among potential customers.
B
Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.Correct Answer
C
Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
D
Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.
QUESTION 33 OF 53
Why is it important to learn about your audience?
A
It enables you to offer a first-time customer discount.
B
It enables you to create a print ad campaign.
C
It enables you to create a quick sales plan.
D
It enables you to create tailored content for social media and set meaningful goals.Correct Answer
QUESTION 34 OF 53
What is the marketing funnel also known as?
A
Sales funnel or conversion cylinder
B
Marketing tube
C
Sales tube
D
Sales funnel or conversion funnelCorrect Answer
QUESTION 35 OF 53
Which two stages are at the top of the marketing funnel? Select all that apply.
A
Brand loyalty
B
Customer conversion
C
Customer engagementCorrect Answer
D
AwarenessCorrect Answer
QUESTION 36 OF 53
Why do marketers track impressions, reach, and frequency at the top of the marketing funnel?
A
It speeds up the customer journey.
B
It shows them how effective their ads are.Correct Answer
C
It determines a company's overall success.
D
It lowers the cost of a campaign.
QUESTION 37 OF 53
Which of these are conversion tactics? Select all that apply.
A
A smooth checkout processCorrect Answer
B
Follow-up emails
C
A clear returns policyCorrect Answer
D
Rewards programs.
E
Product-focused adsCorrect Answer
QUESTION 38 OF 53
Why is it important to measure both the number of conversions in the marketing funnel, and metrics such as the time to conversion and average number of touchpoints to conversion?
A
Because this metric allows companies to boost sales and save money
B
Because it raises customer awareness and attracts new customers
C
Because it provides valuable insights into how customers interact with a brandCorrect Answer
D
Because this measurement reveals the level of engagement customers have with a company’s rewards program
QUESTION 39 OF 53
What crucial information does digital marketing help a business communicate?
A
That its competitor is a better option
B
That the audience hasn't bought anything yet
C
That it's the cheapest option and why the customer should buy it
D
That it exists, how it can help, and what makes it different from the competitionCorrect Answer
QUESTION 40 OF 53
Fill in the blank Digital marketing allows you to create _____ for your social media accounts that reach the right audience.
A
loyalty
B
sales targets
C
short-term goals
D
tailored contentCorrect Answer
QUESTION 41 OF 53
When customers learn about a product, they might research it, decide to buy it, and later tell other people about it. What is this process called?
A
The strategic marketing plan
B
The company pain points
C
The customer journeyCorrect Answer
D
The awareness tactic
QUESTION 42 OF 53
One way to measure success at the consideration stage is with customer engagement. Which of the following is a good measurement of engagement?
A
Email or newsletter signupsCorrect Answer
B
The number of sales
C
Rewards program usage
D
Return customers
QUESTION 43 OF 53
To set themselves apart at the conversion stage, businesses should provide useful content and experiences. Which of the following tactics will help? Select all that apply. Follow-up emails.
A
A smooth checkout processCorrect Answer
B
Product-focused adsCorrect Answer
C
A clear returns policyCorrect Answer
D
Rewards programs
QUESTION 44 OF 53
How does digital marketing help companies stand out from the competition?
A
It increases stakeholder engagement before, during, and after a purchase.
B
It identifies new vendors before, during, and after a purchase.
C
It emails former employees before, during, and after a purchase.
D
It reaches potential customers before, during, and after a purchase.Correct Answer
QUESTION 45 OF 53
What does a successful digital marketing strategy build?
A
Confidence in a competitor’s products
B
Low-performing products
C
Trust in a brandCorrect Answer
D
More sales among one-time customers
QUESTION 46 OF 53
A marketing funnel is wide at the top and narrow at the bottom. What does this show?
A
A company allows everyone to access their website at the top of the funnel, but only wants a small, select audience to reach the bottom to become repeat customers.
B
Many potential customers will enter the top of the funnel, but only some of them will reach the bottom to become loyal customers.Correct Answer
C
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.
D
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.
QUESTION 47 OF 53
What are the stages of a simple marketing funnel? Select four answers.
A
LoyaltyCorrect Answer
B
AwarenessCorrect Answer
C
ConversionCorrect Answer
D
Satisfaction
E
ConsiderationCorrect Answer
QUESTION 48 OF 53
What awareness tactic helps businesses reach new customers?
A
Remove negative customer reviews
B
Spend less time on SEO
C
Offer free samples and trial memberships
D
Build promotional partnerships with other brands or influencersCorrect Answer
QUESTION 49 OF 53
How can digital marketers create a positive post-purchase experience and encourage customer loyalty?
A
Send them coupons for an item they recently purchased
B
Ask for a referral
C
Provide accurate product descriptions
D
Invite them to join a rewards programCorrect Answer
QUESTION 50 OF 53
What funnel measurement helps companies better manage customer relationships and provides insight into how well the entire marketing funnel serves customers?
A
LoyaltyCorrect Answer
B
Consideration
C
Conversion
D
Awareness
QUESTION 51 OF 53
When potential customers first learn about a brand, they enter the top of the marketing funnel. What is this stage called?
A
AwarenessCorrect Answer
B
Consideration
C
Conversion
D
Communication
QUESTION 52 OF 53
Fill in the blank An effective top funnel marketing strategy uses _____ and creates a consistent experience across all of them.
A
three channels
B
social media
C
multiple channelsCorrect Answer
D
fast channels
QUESTION 53 OF 53
Consider the following scenario
Arjun is shopping online at a few different retailers. He has added items to his cart at each store. Instead of completing any of these purchases, he steps away from his computer, leaving his cart full of products. Why is it important for online companies to measure these instances of cart abandonment?
A
Losing conversions count against the company, resulting in loss of trust among potential customers.
B
Finding out where customers drop off in the checkout process can help a company improve procedures and increase conversions.Correct Answer
C
Identifying cart abandonment metrics is the truest measure of a company’s ability to succeed online.
D
Failing to address issues of cart abandonment will cause loyal customers to shop at other online companies.
Ready to test your recall?
Why does digital marketing focus on reaching potential customers? (Select two)
💡Select all 2 correct answers before submitting (0 of 2 selected).
A
Because it enables better sales forecasts
B
Because it helps increase the frequency of positive reviews
C
Because it lets target audiences know that a company exists
D
Because it helps set a company apart from its competitors