Jessica is analyzing the results of the A/B test for her redesign of the DinoWorld mobile site. The bounce rate for one particular mobile device is significantly higher than all the rest. What does this indicate?

Jessica is analyzing the results of the A/B test for her redesign of the DinoWorld mobile site. The bounce rate for one particular mobile device is significantly higher than all the rest. What does this indicate?

Answer

•  The device attracts users who may not like DinoWorld.
•  The device's users require a smaller, less prominent search bar.
•  The site may not function correctly on that device.
•  The device's users require a high level of personalization.

These are all key to good mobile site design except?

• J1. These are all key to good mobile site design except?

  1.  Easy user customization
  2.  Easy navigation
  3.  Easy search
  4.  Easy conversion

• C2. Marissa is the marketing lead for a popular free-to-play mobile game. Her goal is to increase revenue that her company which sells aronia earns from in-game purchases. What should Marissa optimize for in her universal app campaign?

  1.  Get new users who most likely complete in-app actions.
  2.  Get new users for her app.
  3.  Target cost per install (tCPI)
  4.  Google Play Store optimization

• D3. How does AdWords data-driven attribution give credit for conversions?

  1.  It uses your unique account data and machine learning technology to distribute credit between ad clicks according to which touchpoints were most critical to the conversion.
  2.  It uses the linear model to credit conversions equally across all clicks on the path.
  3.  It gives more credit to clicks that happened closer to the conversion.
  4.  It gives 40 percent credit to the first click and spreads the remaining 60 percent across all other clicks in the conversion path.

• G4. AdWords Smart Bidding uses machine learning and your account data to help you do what?

  1.  Make informed bidding decisions and value mobile accurately.
  2.  Prevent your total spend from surpassing the hard limit you set.
  3.  Limit your bids to the times of day when competition for ad space is lowest.
  4.  Let you adjust your bids manually, so you're visible when customers are looking for you.

Miranda is running a search campaign on multiple engines. The campaign includes over a thousand keywords and frequently runs seasonal promotions. What can she do to simplify her tasks while still meeting her goals?

Miranda is running a search campaign on multiple engines. The campaign includes over a thousand keywords and frequently runs seasonal promotions. What can she do to simplify her tasks while still meeting her goals?

Answer

•  Run promotions annually, instead of seasonally
•  Take advantage of search engine optimization
•  Use a search engine management platform
•  Reduce the number of keywords in the campaign

Which marketing currency is commonly associated with the "Care" stage?

Which marketing currency is commonly associated with the "Care" stage?

Answer

•  Money and fans
•  Attention
•  Time
•  Money

What would be the best key performance indicator for a coffee company that just opened and is trying to attract a new clientele in the "Think" stage?

What would be the best key performance indicator for a coffee company that just opened and is trying to attract a new clientele in the "Think" stage?

Answer

•  Number of coffees purchased
•  Number of customers who asked for a loyalty card
•  Video views of a new video talking about their unique selling point around how they roast coffee
•  Number of up-sells of pastries and baked goods

When using surveys to measure brand health in the digital ecosystem, what is the preferred methodology?

When using surveys to measure brand health in the digital ecosystem, what is the preferred methodology?

Answer

•  Staged roll-out
•  Appreciative inquiry
•  Content analysis
•  Exposed/unexposed

Which would be the best behavior to confirm that you're relevant in this micromoment: "I-want-to-visit-Berlin"?

Which would be the best behavior to confirm that you're relevant in this micromoment: "I-want-to-visit-Berlin"?

Answer

•  A customer clicked on a display ad for cheap European train passes
•  A customer researched about how to make Berlin brewery-style beer
•  A customer read your article on "Best restaurants in Berlin"
•  A customer watched a movie called "I Love Europe" on YouTube
• It might not be the correct answer, you should do your homework by learning in the Academy for ads.
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