DIGITAL MARKETING - STUKENT MIMIC
TEST QUESTIONS AND ANSWERS
Hi! I think it's so great that we get to intern for Buhi as a team!#soontobecollegegraduates #awesomeinternship. So, I'm handling a couple of campaigns and I remember one of our professors telling us that SEO is not the same as paid or PPC keywords. Do you remember what he told us? - ANSWER PPC (pay-per-click) keywords are based more on search volume, competition, and intent to search since ads are actually competing with competition for highly utilized, purchase-intent keywords themselves. SEO primarily deals with keyword difficulty.
Hi. I just want to ensure this Backpack campaign does well and bids appear to be the key to me. I remember an earlier digital marketer telling me that bids must stay fairly low, but can you tell me why we can't put $100 behind a keyword so that we guarantee priority?
- ANSWER The highest CPC bid is the amount that the advertiser will pay for
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a click. The actual CPC is the amount the advertiser will pay when a searcher clicks through on his/her advertisement. These two numbers tend to be different since the actual CPC will be less than the maximum CPC. The competitor could put up a very high bid, just a little less than yours, with the intention of burning through your account fast. This will enable them to eliminate you as competition for the remaining part of the day or month and show their ad at much lower per click. For example, if you bid $20 but your rival bids $19.98, you'll pay $19.99 and your budget will quickly be reduced, eliminating you from the bidding game.
Good job on the new project! I've learned a little about Buhi, and I'm excited to learn more about the company when we meet up for lunch next week. Couple of
quick questions: Are there rules for selecting keywords? Which four are most
important? Do I simply choose a lot that sound good with my branded terms in them? - ANSWER Four which to base your choice of PPC keywords are search volume, suggested bid, competition, and search intent.
Hi again! So, I have an ad group which has performed very well. How do I know if I should lower or raise my bid to maximize keyword performance? - ANSWER Impressions are a critical benchmark for keyword performance analysis. If you're newly experimenting with a keyword and don't get a lot of impressions or any, chances are you're getting repeatedly outbid and need to increase your bid. Having a high number of impressions, however, means you're repeatedly outbidding others. If impressions are too great, then there is a greater difference between your average CPC and max CPC, which means that you are potentially paying more on average than you would if you had a smaller difference.
How do you plan to meet your clicks goal for the Backpack campaign? - ANSWER My strategy is to test new keywords in an effort to find winning combinations. I will replace the worst-performing words with these new terms.
I've noticed that my campaign performance is below par because of my small budget. Any suggestion on how to improve performance without expanding my
budget? - ANSWER I can observe three ways to help: improving ad quality by
optimizing for keywords, moving the budget to highest-performing campaigns and keywords,
I need help! I'm totally confused. I have several campaigns going on and they seem to be getting decent traffic. How do you tell which one's performing better than the other? Is there one metric I need to watch? - ANSWER I would recommend keeping an eye on click-through rate. The click-through rate metric
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