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AMA Digital Marketing Professional Exam with correct answers
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AMA Digital Marketing Professional Exam with correct answers
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AMA Digital Marketing Professional Exam with correctanswers
A/B Testing - ** VERIFIED ANSWERS **✔✔comparing two versions of a web page to see which one
performs better
Acquisition - ** VERIFIED ANSWERS **✔✔channels that site visits come through to get to your
site.
How your visits are acquired
Attribution - ** VERIFIED ANSWERS **✔✔assigning values to touch points within a users journey
to conversion
Attribution Analysis - ** VERIFIED ANSWERS **✔✔Attribution Models:
-Last click attribution: measuring success based on click
-View-Through Conversions: when a customer sees an ad and later returns to complete a conversion
on your site
-Wholesome Attribution: all credit to first or last click
-Fractional Attribution: divides credit among clicks
Benchmarking - ** VERIFIED ANSWERS **✔✔the process of measuring a business's performance
against competitors and industry standards
Bounce Rate - ** VERIFIED ANSWERS **✔✔the percentage of visitors to a particular website who
navigate away from the site after viewing only one page.
Click Through Rate (CTR) - ** VERIFIED ANSWERS **✔✔# of users who clicked an ad / by # of
impressions (times the ad was displayed to a user)
The CTR measures the percentage of people who clicked on an ad to arrive at a destination-site.
,Common Key Performance Indicators (KPI) - ** VERIFIED ANSWERS **✔✔Tie KPI's to marketing
objectives, align them to business goals, make them measurable and easily understandable
Good KPI: Increase traffic 5% month over month
Bad KPI: increase traffic each month
Common KPIs:
-online sales: examine conversion rate and cost per acquisition
-Broad Marketing Obj: set a KPI for total revenue and ratio of new to returning visitors
-Landing page: create a bounce rate KPI
Content Marketing - ** VERIFIED ANSWERS **✔✔a strategic marketing approach that focuses on
creating and distributing content that is valuable, relevant and consistent
Conversion Rate Optimization (CRO) - ** VERIFIED ANSWERS **✔✔improving the commercial
returns from a transactional site through increasing conversion to key goals such as sales, quotes,
bookings or leads. Combines customer and competitor research with evaluation of customer
behavior using web analytics and AB/multivariate testing.
Cost per conversion - ** VERIFIED ANSWERS **✔✔Total cost / Total conversions
How much it costs to acquire each converting customer
Email marketing - ** VERIFIED ANSWERS **✔✔sending highly targeted, highly personalized,
relationship-building marketing messages via email
Engagement Rate - ** VERIFIED ANSWERS **✔✔Percentage of people who see a brand post and
then interact with it on social media
Exit Pages - ** VERIFIED ANSWERS **✔✔Last page accessed during a visit.
The pages on a website that drive customers away
, # of exits on a page / total # of page views on that page
Facebook Insights - ** VERIFIED ANSWERS **✔✔Tracking user interaction on your FB page
Google Adwords - ** VERIFIED ANSWERS **✔✔Pay to have links and/or ads placed on relevant
Web pages and in search results
Google Analytics - ** VERIFIED ANSWERS **✔✔Tracks website visits (sessions), where they came
from, what search queries (or keywords) they used, how long they stayed, how many pages they
viewed and what sort of activity they engaged in while on site.
Impressions - ** VERIFIED ANSWERS **✔✔the number of times an ad is displayed to the user
New/Unique Visitor - ** VERIFIED ANSWERS **✔✔Unique: # of unduplicated visitors to your
website over the course of a specified time period
New: Users that have had at least 1 session within the selected date range. Includes both new and
returning users
Pay Per Click (PPC) - ** VERIFIED ANSWERS **✔✔form of paid digital marketing where
advertisers pay a fee each time their ad is clicked. Highly targeted paid ads that drive traffic to a
landing page where you can generate leads
Payment Metrics - ** VERIFIED ANSWERS **✔✔Conversions
Conversion Rate
CTR-click thru rate
cost per conversion
Total cost
clicks
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