D377 Digital Marketing Foundations - Set 1 - Part 2

Correct Answer: Average order value

Average order value (AOV) is a KPI that measures the average revenue generated per transaction, helping businesses assess performance.

Correct Answer: Paid search traffic

Paid search traffic comes from clicks on ads placed on search engine results pages (SERPs) and is a form of search engine marketing.

Correct Answer: Split testing

Split testing, also known as A/B testing, compares two versions of a webpage to identify which version yields better results in terms of conversions.

Correct Answer: To collect and store user data for future visits

Cookies store unique identifiers on users' devices, allowing websites to recognize returning users and provide personalized experiences.

Correct Answer: Users

A user is defined as someone who has initiated at least one session on a website, regardless of how many sessions they create.

Correct Answer: Retargeting

Retargeting aims to re-engage users who visited a website but did not complete a desired action, encouraging them to return and convert.

Correct Answer: Time-decay attribution

Time-decay attribution gives more weight to interactions that occur closer to the conversion, while earlier interactions receive less credit.

Correct Answer: The percentage of visitors who leave after viewing one page

Bounce rate measures how many visitors exit the website without interacting with other pages, indicating potential issues with engagement.

Correct Answer: Click-through rate (CTR)

Click-through rate (CTR) is a metric that measures the percentage of people who clicked on an ad compared to the number of impressions it received.

Correct Answer: Lead generation landing page

Lead generation landing pages are used to collect contact information from potential customers, typically in exchange for an offer or resource.

Correct Answer: Encrypting sensitive data during transactions

TLS encrypts data, such as credit card information, during online transactions to protect it from eavesdropping by third parties.

Correct Answer: Cost per click (CPC)

In a cost per click (CPC) model, advertisers are charged only when users click on their ads, making it a common choice for paid search campaigns.

Correct Answer: To differentiate a business from its competitors

A UVP highlights the unique benefits of a product or service, showing why it stands out from competitors and why customers should choose it.

Correct Answer: Mobile-first design

Mobile-first design ensures that websites are optimized for mobile devices, providing a seamless experience for mobile users.

Correct Answer: Return on ad spend (ROAS)

ROAS measures the total revenue generated by an advertising campaign in relation to the total ad spend, providing insights into its profitability.

Correct Answer: Engaging with content by liking or commenting

A secondary conversion on social media often includes actions like content engagement, which helps build user interaction with the platform.

Correct Answer: To compare two versions of a webpage and determine which one performs better

A/B testing involves comparing two versions of a webpage to identify which version leads to more conversions.

Correct Answer: Higher organic rankings on search engine results pages

SEO improves a website's visibility in organic search results, leading to increased traffic without the need for paid ads.

Correct Answer: Revenue per visitor (RPV)

RPV calculates the revenue generated by each website visitor, helping businesses assess the effectiveness of their online presence.

Correct Answer: Clicking through an affiliate link

The primary conversion for an affiliate marketing site is usually a click-through to an affiliate link, as this drives revenue for the affiliate.