assess for success marketing analytics and measurement weekly challenge 3
1. 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?
- Return on investment (ROI)
- Losses
- Return on ad spend (ROAS)
- Net income
2. Fill in the blank: _____ is calculated by the revenue generated, divided by the amount spent on advertising.
- Sales growth
- Return on investment (ROI)
- Return on ad spend (ROAS)
- Net loss
3. Fill in the blank: When preparing for _____, it is helpful to document past performance and desired improvement.
- metric analysis
- budget forecasting
- A/B tests
- marketing assessments
4. Fill in the blank: A software tool that helps personalize web pages with machine learning conducts _____.
- metrics-oriented A/B testing
- customer-based A/B testing
- continuous A/B testing
- one-time A/B testing
5. Fill in the blank: Conducting _____ can increase the number of conversions.
- customer surveys
- lead generations
- tool analysis
- A/B tests
6.Fill in the blank: _____ can test changes to ads like a change to a URL, headline, or call to action.
- An ad variation
- A customer-based survey
- A digital marketing campaign
- An email blast
7. 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?
- Macro conversion
- Ad variation
- Campaign efficacy
- Headline analysis
8. What does a digital marketer need to pay attention to when reviewing results in the ad variations table?
- The variation that had the most negative feedback
- The number of impressions each variation recorded
- The percentages with blue stars next to them
- The amount of clicks a variation received
9. What do the insights a digital marketer uses to evaluate the success of a marketing campaign depend on?
- The customer metrics
- The marketing goals
- The new consumer surveys
- The enrollment in loyalty programs
10. Consider the following scenario:
A marketing campaign ended. One of the goals of the campaign was to increase online sales by doubling the average order value. What metrics did a digital marketer need to monitor to help determine if the company achieved its goal? Select all that apply.
- Amount of cart abandonments
- Online sales revenue
- Number of orders
- Average order value
11. What are the different ways to calculate return on investment (ROI)? Select all that apply.
- 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.
- Add the predicted sales growth to the revenue earned during the marketing campaign and then divide by the advertising cost.
12. A digital marketer calculates the revenue generated divided by the amount spent on advertising. What does this calculation determine?
- Sales growth
- Return on ad spend (ROAS)
- Profit loss
- Return on investment (ROI)
13. Why would a digital marketer prepare an A/B test?
- To understand when to calculate ROI compared to ROAS during the campaign
- To analyze if past performance will guide future marketing goals
- To determine when metrics will be needed in determining possible touch points
- To assess if a new version will improve a metric compared to the original version
14. A marketer uses a software tool to conduct continuous A/B testing. What does this software tool enable them to do?
- Testing a variety of touch points in the customer journey
- Creating direct response ads using three versions
- Performing A/B testing on email messages and landing pages
- Use machine learning to personalize web pages
15. 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 campaign variation test
- A comparison test
- A customer-based test
- An ad variation test
16. 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 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 Ads in the navigation panel.
- Navigate to the Campaigns page in Google Ads, select All campaigns, and then click on Experiments in the navigation panel.
17. Consider the following scenario:
After an A/B test runs, a digital marketer reviews metrics like clicks and impressions. Each metric shows a positive or negative percent, which indicates the amount of change there was between the two different headlines tested.
What type of table is the digital marketer using to view these results?
- Split metrics table
- Ad variations table
- Campaign clicks table
- Market value table
18. 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?
- Create a new performance goal for increasing leads
- Review and modify email messages to increase conversions
- Set a different micro conversion goal that does not involve email signups
- Measure leads as macro conversions instead of micro conversions
19. Which of the following is true about return on ad spend (ROAS)? Select all that apply.
- Measuring ROAS helps you evaluate the performance and success of a campaign.
- Fluctuations in the marketplace do not affect the ROAS.
- Per channel ROAS results contribute to the overall ROAS across all media.
- ROAS is the ratio of net income, or money made, to investment, or money spent.
20. 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?
- Split theory
- Metric analysis
- A/B test
- Marketing forecast
21. What can software tools test for when conducting an A/B test? Select all that apply.
- Pages with the best performance
- Touch points in the customer journey
- The same two versions of a web page
- Email messages and landing pages
22. 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?
- An ad variation
- A marketing analysis
- An influencer-generated report
- A mixed media evaluation
23. When reviewing the results of an A/B test, you notice blue stars next to several percentages. What do the blue stars indicate?
- That the second variation had a significant amount of clicks
- That the first variation should be used instead of the new variation
- A statistically significant amount of change between the two variations tested
- A minor amount of changes between the two variations tested
24. 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 the performance goals that were set
- A successful campaign increases revenue by a minimum of 25%
- A successful campaign achieves mixed performance results
- A successful campaign outperforms its competitors
25. A marketer gathers campaign metrics such as online sales revenue, number of orders, and average order value. What does this information allow them to determine?
- Determine competitors’ performance
- Determine SEO ranking
- Determine the previous campaign’s performance
- Determine if the company achieved its goal
26. A marketer measures a campaign’s return on ad spend (ROAS). Which calculation should they use to determine the ROAS?
- (sales growth – marketing cost) / marketing cost
- Number of sales / business revenue
- Revenue generated / amount spent on advertising
- (customer LTV – sales growth) / marketing cost
27. What are the benefits of conducting A/B tests? Select all that apply.
- Greater confidence in meeting performance goals
- Guaranteed increase in sales growth
- Improved customer experiences through redesigned web pages
- Increased number of conversions
28. A digital marketer creates ad variation tests for a new headline. They intend to test an additional change to the call to action, however, they decide to make the latest variation a permanent ad change.
What should the marketer consider before creating several ad variations?
- Test every change or variation because A/B test results are not always reliable
- A/B tests do not consider demographics because it tests unknown audiences
- Be strategic and selective about the ads to test because A/B tests take time and budget
- A/B tests require multiple perspectives for analyzing the data
29. 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 stayed within the company’s budget
- If it improved the company’s ranking among competitors
- If it increased job creation and retention
- Whether or not it met the company’s performance goals
30. What does an ad variation test changes to? Select all that apply.
- Call to action
- Headline
- URL
31. 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?
- Default back to the original headline.
- Test a different headline in another ad variation.
- Run the ad variation test again and compare results.
- Make the new headline variation a permanent ad change.
32. 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.
- engagement goals
- employee goals
- marketing goals
- future goals
33. 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 set a different micro conversion goal that does not involve email signups.
- They should review and modify email messages to increase conversions.
- They should measure leads as macro conversions instead of micro conversions.
- They should create a new performance goal for increasing leads.
34. What can digital marketers measure by using customer lifetime value?
- Return on investment (ROI)
- Total sales growth
- Net income
- Return on ad spent (ROAS)
35. 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 are practical because they test sample populations over a long period to deliver accurate results.
- A/B tests offer guaranteed sales growth, which makes it a profitable way to inform content decisions.
- A/B tests offer data to support the results, which makes it a reliable way to inform content decisions.
- A/B tests are effective because the audiences are carefully considered to produce favorable results.
36. Fill in the blank: Digital marketers can make minor text changes to ads without fully testing them, especially since A/B tests _____.
- take time and budget
- produce minimal results
- require multiple campaigns
- store all user data
37. A digital marketer’s overall marketing goal is to increase sales revenue. They set a micro-conversion performance goal of increasing newsletter sign-ups by 15%. Why would the marketer create this micro-conversion performance goal?
- Every campaign requires a micro and macro conversion performance goal.
- Every campaign requires broad, long-term goals that contribute to the overall success of a company.
- A micro conversion indicates that a customer is moving towards completing a purchase.
- A micro conversion indicates that a customer has purchased from a company before.
38. 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.
- Add the total net income to the sales revenue, divided by the amount lost on marketing.
- Calculate the revenue generated, divided by the amount spent on advertising.
- Subtract the marketing cost from the total sales growth and then divide the result by the net income.
39. 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
- (customer LTV – marketing cost) / sales growth
- (sales growth – marketing cost) / customer LTV
- (sales growth – marketing cost) / marketing cost
40. What should a digital marketer document in order to prepare for an A/B test? Select all that apply.
- Loss predictions
- Desired improvement
- Performance metric that will be used
- Past performance
41. What will a digital marketer use to conduct an A/B test?
- Editable documents
- Spreadsheets
- Customer surveys
- Software tools
42. Which is a positive outcome of conducting A/B tests?
- Increased web traffic that generates leads and guarantees repeat customers
- Reduced ad spend by minimizing return on investment
- Improved customer experiences through redesigned web pages that have been tested
- Added online applications that determine the best software variants
43. A digital marketer uses A/B testing to compare two direct-response ads. What positive outcome are they likely to experience after implementing the results of the test?
- They will earn one free A/B test.
- They will increase the company’s budget.
- They will meet performance goals.
- They will have guaranteed sales growth.
44. Which are examples of marketing success indicators for a campaign? Select all that apply.
- Decrease the amount of traffic to the website
- Improve online sales by doubling the average order value
- Grow private consumer accounts
- Increase the number of leads
45. A digital marketer uses software tools to perform A/B tests. Which of the following does this enable them to do?
- Create generic web pages with machine learning
- Test for only a single touch point in the customer journey
- Test website content to understand what works best for the visitors
- Identify what content is in the best interest of the company
