Week 3 – Measure the success of marketing campaigns – Shuffle Q/A 2

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.

  • Email
  • 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)

Shuffle Q/A 3

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

Devendra Kumar

Project Management Apprentice at Google

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