Week 3 – Measure the success of marketing campaigns – Shuffle Q/A 1

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

Shuffle Q/A 2

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

Devendra Kumar

Project Management Apprentice at Google

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