Google Digital Marketing and E-commerce Professional Certificate • STUDY MODE

WEEKLY CHALLENGE 3

QUESTION 1 OF 48

What are the different ways to calculate return on investment (ROI)? Select two.

Add the predicted sales growth to the revenue earned during the marketing campaign and then divide by the advertising cost.

Calculate the revenue generated, divided by the amount spent on advertising during the campaign.

Subtract the marketing cost from the total sales growth during the period the campaign was run and then divide the result by the marketing cost.Correct Answer

Use customer lifetime value, which is the average revenue generated per customer over a certain period of time.Correct Answer

QUESTION 2 OF 48

How does a digital marketer calculate ROAS?

Divide the revenue generated by customers over a certain period of time by the revenue generated by the campaign.

Calculate the revenue generated, divided by the amount spent on advertising.Correct Answer

Add the total net income to the sales revenue, divided by the amount lost on marketing.

Subtract the marketing cost from the total sales growth and then divide the result by the net income.

QUESTION 3 OF 48

Why would a digital marketer prepare an A/B test?

To analyze if past performance will guide future marketing goals

To understand when to calculate ROI compared to ROAS during the campaign

To assess if a new version will improve a metric compared to the original versionCorrect Answer

To determine when metrics will be needed in determining possible touch points

QUESTION 4 OF 48

What will a digital marketer use to conduct an A/B test?

Software toolsCorrect Answer

Editable documents

Spreadsheets

Customer surveys

QUESTION 5 OF 48

What are the benefits of conducting A/B tests? Select all that apply.

Guaranteed increase in sales growth

Increased number of conversionsCorrect Answer

Greater confidence in meeting performance goalsCorrect Answer

Improved customer experiences through redesigned web pagesCorrect Answer

QUESTION 6 OF 48

Consider the following scenario A company is considering changing their headline. They want to test how changing the headline from “Act now while supplies last” to “Huge savings, limited offer” will impact sales. What type of test should they run?

A marketing analysis

An ad variationCorrect Answer

An influencer-generated report

A mixed media evaluation

QUESTION 7 OF 48

Fill in the blank Digital marketers can make minor text changes to ads without fully testing them, especially since A/B tests _____.

require multiple variations

need user data upfront

take time and budgetCorrect Answer

produce minimal results

QUESTION 8 OF 48

Consider the following scenario A digital marketer is reviewing the results from an A/B ad variation test of a proposed headline. As they review the ad variations table, they notice that many metrics have blue stars next to them and show positive improvements. What action should the digital marketer take based on these results?

Default back to the original headline.

Run the ad variation test again and compare results.

Make the new headline variation a permanent ad change.Correct Answer

Test a different headline in another ad variation.

QUESTION 9 OF 48

Consider the following scenario A digital marketer finished running a marketing campaign. It is now time to assess if it was successful or not. What will the digital marketer need to evaluate to determine if the campaign was a success?

Whether or not it met the company’s performance goalsCorrect Answer

If it improved the company’s ranking among competitors

Whether or not it stayed within the company’s budget

If it increased job creation and retention

QUESTION 10 OF 48

Which are examples of marketing success indicators for a campaign? Select two.

Decrease the amount of traffic to the website

Grow private consumer accounts

Increase the number of leadsCorrect Answer

Improve online sales by doubling the average order valueCorrect Answer

QUESTION 11 OF 48

What can digital marketers measure by using customer lifetime value?

Net income

Return on investment (ROI)Correct Answer

Return on ad spent (ROAS)

Total sales growth

QUESTION 12 OF 48

What can software tools test for when conducting an A/B test? Select all that apply.

Redesign options for the home page

Touch points in the customer journeyCorrect Answer

Email messages and landing pagesCorrect Answer

Pages with the best performanceCorrect Answer

QUESTION 13 OF 48

Which is a positive outcome of conducting A/B tests?

Improved customer experiences through redesigned web pages that have been testedCorrect Answer

Added online applications that determine the best software variants

Reduced ad spend by minimizing return on investment

Measured web traffic that generates leads and guarantees repeat customers

QUESTION 14 OF 48

What does an ad variation test changes to? Select all that apply.

Call to actionCorrect Answer

URLCorrect Answer

HeadlineCorrect Answer

QUESTION 15 OF 48

What do the insights a digital marketer uses to evaluate the success of a marketing campaign depend on?

The new consumer surveys

The marketing goalsCorrect Answer

The customer metrics

The enrollment in loyalty programs

QUESTION 16 OF 48

What determines ROAS targets in a marketing campaign? Select all that apply.

Customer-based goals

Cost-effectiveness goals

Marketing goalsCorrect Answer

Performance goalsCorrect Answer

QUESTION 17 OF 48

Fill in the blank When preparing for _____, it is helpful to document past performance and desired improvement.

A/B testsCorrect Answer

metric analysis

budget forecasting

marketing assessments

QUESTION 18 OF 48

Consider the following scenario A digital marketer just ran an A/B ad variation test for a new headline. The results were favorable, but the digital marketer has six additional headline variations they want to test. Their manager cautioned them about running more A/B tests, and instead urged the digital marketer to be strategic and selective about testing multiple variations. Why would the manager be concerned about running A/B tests for every headline variation?

They do not provide the most reliable test results

A/B tests do not take user demographics into account

A/B tests take time and budgetCorrect Answer

They require multiple perspectives for analyzing the data

QUESTION 19 OF 48

Fill in the blank A marketing campaign’s success is mainly determined by whether or not it met the company’s ____.

performance goalsCorrect Answer

employment goals

metric goals

process goals

QUESTION 20 OF 48

Consider the following scenario A campaign’s sales growth was $200,000 USD and the marketing cost was $55,000 USD. A digital marketer does a calculation by taking the growth, which is $200,000, and subtracts the cost $55,000 to get a result of $145,000. Then, they divide $145,000 by the cost, $55,000. Based on this equation, what is the digital marketer trying to calculate?

Net income

Return on investment (ROI)Correct Answer

Losses

Return on ad spend (ROAS)

QUESTION 21 OF 48

Fill in the blank _____ is calculated by the revenue generated, divided by the amount spent on advertising.

Return on ad spend (ROAS)Correct Answer

Return on investment (ROI)

Net loss

Sales growth

QUESTION 22 OF 48

Fill in the blank _____ can test changes to ads like a change to a URL, headline, or call to action.

A customer-based survey

An email blast

An ad variationCorrect Answer

A digital marketing campaign

QUESTION 23 OF 48

Consider the following scenario A digital marketer needs to set up a test for changing a current headline. To start, they navigate to the Campaigns page in Google Ads. They select the option All campaigns, and then they click on Experiments in the navigation panel. Next, they create the new headline “Buy Today.” They choose a 30-day run and use the default 50% split for the test. Now their test is ready. What type of A/B test did they set up?

Ad variationCorrect Answer

Macro conversion

Headline analysis

Campaign efficacy

QUESTION 24 OF 48

What should a digital marketer document in order to prepare for an A/B test? Select all that apply.

Loss predictions

Performance metric that will be usedCorrect Answer

Past performanceCorrect Answer

Desired improvementCorrect Answer

QUESTION 25 OF 48

Fill in the blank A software tool that helps personalize web pages with machine learning conducts _____.

metrics-oriented A/B testing

one-time A/B testing

continuous A/B testingCorrect Answer

customer-based A/B testing

QUESTION 26 OF 48

Consider the following scenario A digital marketer’s recent campaign set a micro performance goal of increasing email signups by 20%. They also set a macro performance goal of increasing purchases by 12%. The results showed that the campaign increased email signups by 25%, but it seemed to have no effect on completed purchases. Based on this data, what action should the digital marketer take for a future campaign?

They should create a new performance goal for increasing leads.

They should review and modify email messages to increase conversions.Correct Answer

They should set a different micro conversion goal that does not involve email signups.

They should measure leads as macro conversions instead of micro conversions.

QUESTION 27 OF 48

A marketer uses the customer lifetime value, or LTV, to calculate the ROI for a campaign. What does an upward LTV trend indicate? 28.A marketer measures a campaign’s return on ad spend (ROAS). Which calculation should they use to determine the ROAS?

An increasing ROAS

A decreasing ROI

A decreasing ROAS

An increasing ROICorrect Answer

Revenue generated / amount spent on advertisingCorrect Answer

Number of sales / business revenue

(customer LTV - sales growth) / marketing cost

(sales growth - marketing cost) / marketing cost

QUESTION 28 OF 48

Which of the following is true about A/B tests? Select all that apply.

An A/B test is typically performed on websites that are not live if the audience is small enough to track.

An A/B test cannot be performed on email messages and direct response ads.

An A/B test identifies which version is more effective using a sample population tested during a short period of time.Correct Answer

An A/B test is an online experiment with two variants and a random 50% split of users between the variants.Correct Answer

QUESTION 29 OF 48

Which of the following is true about A/B testing?

A/B tests use a specific sample population tested over a long period of time to produce statistically meaningful results.

A/B tests can only be performed on live websites with over 1000 users to test.

A/B tests can be performed on websites that are not live if there are enough users to produce statistically meaningful results.Correct Answer

A/B tests often send 40% of users to one variant and 60% of users to the other variant.

QUESTION 30 OF 48

A digital marketer changes an ad’s call to action from “Order online” to “Save 15% now”. They test the ad’s performance to determine if the change improved sales across their campaigns. What test did they use to determine the ad’s performance?

A comparison test

A campaign variation test

An ad variation testCorrect Answer

A customer-based test

QUESTION 31 OF 48

A digital marketer changes the call to action on an ad and plans to run an ad variation test to compare the two versions. How would they create this test?

Navigate to the Campaigns page in Google Ads, select All campaigns, and then click on Ads in the navigation panel.

Navigate to the Ads page in Google Ads, select All campaigns, and then click on Campaigns in the navigation panel.

Navigate to the Experiments page in Google Ads, select All campaigns, and then click on Campaigns in the navigation panel.

Navigate to the Campaigns page in Google Ads, select All campaigns, and then click on Experiments in the navigation panel.Correct Answer

QUESTION 32 OF 48

When reviewing the results of an A/B test, you notice many metrics appear with blue stars. What should you consider at this stage?

Removing the ad completely

Making the new variation a permanent ad changeCorrect Answer

Creating a new ad variations test

Using the first variation of the ad

QUESTION 33 OF 48

At the end of a campaign, you evaluate whether or not the campaign was successful. What key factor indicates a successful marketing campaign?

A successful campaign achieves mixed performance results

A successful campaign achieves the performance goals that were setCorrect Answer

A successful campaign increases revenue by a minimum of 25%

A successful campaign outperforms its competitors

QUESTION 34 OF 48

A digital marketer calculates the revenue generated divided by the amount spent on advertising. What does this calculation determine?

Return on ad spend (ROAS)Correct Answer

Sales growth

Return on investment (ROI)

Profit loss

QUESTION 35 OF 48

A marketer measures the ratio of money made to money spent for a campaign. Which calculation for the campaign’s return on investment will help them determine this?

(customer LTV - sales growth) / marketing cost

(sales growth - marketing cost) / marketing costCorrect Answer

(sales growth - marketing cost) / customer LTV

(customer LTV - marketing cost) / sales growth

QUESTION 36 OF 48

A digital marketer uses software tools to perform A/B tests. Which of the following does this enable them to do?

Test website content to understand what works best for the visitors

Identify what content is in the best interest of the company

Create generic web pages with machine learning

Test for only a single touch point in the customer journeyCorrect Answer

QUESTION 37 OF 48

Fill in the blank Conducting _____ can increase the number of conversions.

A/B testsCorrect Answer

lead generations

customer surveys

tool analysis

QUESTION 38 OF 48

A digital marketer compares two ad variations to test changes to a holiday ad. What can you test with ad variations?

Changes to the brand’s mission and vision

Changes to ads, like a URL, headline, or a call to actionCorrect Answer

Changes to ads, like budget, duration, and goals

Changes to the customer journey

QUESTION 39 OF 48

A digital marketer’s campaign set a micro performance goal of increasing email signups by 40% and increasing purchases by 15%. The campaign increased email signups by 40%, as planned. However, the campaign did not increase the number of purchases. What action should the digital marketer consider for a future campaign?

Review and modify email messages to increase conversionsCorrect Answer

Set a different micro conversion goal that does not involve email signups

Measure leads as macro conversions instead of micro conversions

Create a new performance goal for increasing leads

QUESTION 40 OF 48

Which of the following is true about return on ad spend (ROAS)? Select all that apply.

Fluctuations in the marketplace do not affect the ROAS.

ROAS is the ratio of net income, or money made, to investment, or money9 spent.

Measuring ROAS helps you evaluate the performance and success of a campaign.Correct Answer

Per channel ROAS results contribute to the overall ROAS across all media.Correct Answer

QUESTION 41 OF 48

What tools offer A/B testing? Select all that apply.

Gmail

Google AdsCorrect Answer

OptimizelyCorrect Answer

HubspotCorrect Answer

QUESTION 42 OF 48

Consider the following scenario A digital marketer is reviewing the results from an A/B ad variation test of a proposed headline. As they review the ad variations table, they notice that many metrics have blue stars next to them. What action should the digital marketer take based on these results?

Make the new headline variation a permanent ad change.Correct Answer

Default back to the original headline.

Run the ad variation test again and compare results.

Test a different headline in another ad variation.

QUESTION 43 OF 48

Fill in the blank The insights you use to evaluate the success of a campaign depend on the _____ and what the campaign was trying to address.

marketing goalsCorrect Answer

future goals

engagement goals

employee goals

QUESTION 44 OF 48

A digital marketer needs to determine the best content for a web page. They note the website’s past performance, the page they would like to improve, and what performance metric they will use. What online experiment did the marketer perform?

A/B testCorrect Answer

Metric analysis

Marketing forecast

Split theory

QUESTION 45 OF 48

A digital marketer views the results of an A/B test in a table. The table contains clicks and impressions as either a positive or negative percentage. What do these metrics indicate?

The amount of budget spent on each variation

That the second variation should be used permanently

The amount of change there was between the two variations testedCorrect Answer

That the first variation should be used permanently

QUESTION 46 OF 48

What are the different ways to calculate return on investment (ROI)? Select all that apply.

Add the predicted sales growth to the revenue earned during the marketing campaign and then divide by the advertising cost.

Calculate the revenue generated, divided by the amount spent on advertising during the campaign.

Subtract the marketing cost from the total sales growth during the period the campaign was run and then divide the result by the marketing cost.Correct Answer

Use customer lifetime value, which is the average revenue generated per customer over a certain period of time.Correct Answer

QUESTION 47 OF 48

A digital marketer uses an A/B test to determine which version of a web page performs better with customers. Why is A/B testing an effective way to decide what content to use?

A/B tests offer guaranteed sales growth, which makes it a profitable way to inform content decisions.

A/B tests are effective because the audiences are carefully considered to produce favorable results.

A/B tests offer data to support the results, which makes it a reliable way to inform content decisions.Correct Answer

A/B tests are practical because they test sample populations over a long period to deliver accurate results.

QUESTION 48 OF 48

What does a digital marketer need to pay attention to when reviewing results in the ad variations table?

The percentages with blue stars next to themCorrect Answer

The variation that had the most negative feedback

The number of impressions for only one of the variations

The headline text

Ready to test your recall?

What are the different ways to calculate return on investment (ROI)? Select two.

💡Select all 2 correct answers before submitting (0 of 2 selected).

Add the predicted sales growth to the revenue earned during the marketing campaign and then divide by the advertising cost.

Calculate the revenue generated, divided by the amount spent on advertising during the campaign.

Subtract the marketing cost from the total sales growth during the period the campaign was run and then divide the result by the marketing cost.

Use customer lifetime value, which is the average revenue generated per customer over a certain period of time.

How confident are you in this answer?