EBDE IDGA - 032 Introduction to digital analytics- google

analytics FINAL EXAM

Student Name: Maysa Abu Musa

Date: June 7, 2024

Section A:
1. What does SEO stand for?

A) Sales Enhanced Online

B) Search Engine Optimization

C) Secure Electronic Operations

D) Sender Email Organization

2. Which tool is used to analyze website traffic?

- A) SEMrush

- B) Photoshop

- C) Microsoft Word

- D) None of the above

3. A/B testing is essential for which of the following?

- A) Choosing the best performing ad copy

- B) Resolving network issues

- C) Programming new website features

- D) Hiring new staff

4. Which of the following is a primary function of Google Analytics?

- A) Designing graphics

- B) Tracking website traffic

- C) Email marketing

- D) Social media posting

5. Which strategy is effective in digital marketing for reaching a targeted audience?

- A) Billboards

- B) Television ads

- C) Pay-per-click advertising

- D) None of the above

6. Content marketing is primarily concerned with:

- A) Creating ad budgets

- B) Building external partnerships

- C) Producing and distributing valuable content

- D) Conducting customer service

7. Which metric is most important for measuring SEO performance?

- A) Scroll depth

- B) Click-through rate

- C) Page views

- D) Organic search traffic

8. Which platform is best suited for B2B marketing?

- A) Facebook

- B) Instagram

- C) LinkedIn

- D) Snapchat

9. Retargeting ads aim to:

- A) Increase brand awareness

- B) Convert users who previously interacted with your site

- C) Educate new users about a product

- D) Test new markets

10. Mobile optimization is crucial for SEO because:

- A) It increases desktop traffic

- B) Mobile users are less important than desktop users

- C) Most searches are done on mobile devices

- D) It is cheaper than desktop optimization

Section B: True or False (10 Marks)

1. SEMrush is primarily used for video editing. (False)

2. Off-page SEO involves optimizing web page content. (False)

3. Social media can influence SEO rankings. (True)

4. Click-through rate is irrelevant in email marketing. (False)

5. High bounce rates always indicate poor website performance. (True)

6. PPC stands for 'Pay Per Click'. (True)

7. You can use Google Ads for content marketing. (True)

8. A higher number of backlinks always leads to better SEO rankings. (False)

9. Email segmentation is not useful in digital marketing. (False)

10. Influencer marketing cannot be measured. (False)

Section C: Short Answer Questions (20 Marks)

1. Explain the term "backlink" in the context of SEO.

Backlink means all the hyperlinks in the other websites that refer to your website, and for SEO it means
TRUST. Other websites trust your website so it refers to it. Backlinks drives brand awareness and referral
traffic to the website and this is very important to improve the website SEO rank in google.

2. Describe one way to use Google Analytics for improving website performance.
Google Analytics can help in understanding the website visitor’s behavior and define the key metrics to
measure engagement such as the bounce rate, web page visits …etc. Google Analytics helps in
understanding key things about the website such as:

- Overall performance and trends (total visitors, page views and conversion rate …etc)
- Performance of the web pages ( #of visitors, bounce rate, … etc)
- Performance of the website traffic sources (paid search, social media, email marketing, and
organic traffic)

3. What is a conversion rate, and why is it important in digital marketing?

Conversion rate measures the number of users who converted to the total number of users who visited
the website (or the ad, or the social media …etc). It’s important because it measures the efficiency of the
campaign. (Conversion means those who did what you want them to do).

4. Discuss the role of content marketing in attracting and engaging customers.

Creating a content that speaks directly to the target audience's needs, interests, and pain points, this
content can attract people who are already interested in what the business has to offer. This can lead to
increased website traffic, social media engagement, and more opportunities to connect with potential
customers. If the content meets the needs of the users then definitely they will engage more with the
website.

Section D: Long Answer Questions (30 Marks)

1. Discuss the impact of social media marketing on brand visibility. Provide examples.

Social media provides high visibility where brands can interact with a global audience in a real-time.
Social media platforms have billions of users who are using these platforms in a daily basis. This vast user
base allows brands to reach a diverse and extensive audience that was previously unattainable through
traditional media. For example, Coca-Cola's "Share a Coke" campaign used social media to engage
consumers by encouraging them to share photos of personalized Coke bottles. The campaign went viral,
significantly increasing Coca-Cola’s visibility and engagement.

One of the other advantages of social media marketing is segmentation where the ads can target
specific audience based on demographics, interests, behaviors, and locations. This precision ensures that
marketing efforts are more effective. For instance, Nike uses targeted ads on Instagram and Facebook to
promote products based on user interests and past interactions, leading to higher engagement and
conversion rates.

2. Explain the steps involved in conducting a comprehensive site audit using SEMrush.

There are 14 steps to do a comprehensive site audit as the following:

1. Check for Indexing Issues

2. Check for Duplicate Versions of Your Site

3. Run a Site Crawl

4. Check for Manual Actions

5. Check for Mobile-Friendliness Issues

6. Analyze Your Site’s Speed

7. Analyze Your Core Web Vitals

8. Analyze Your Internal Links

9. Check Your Organic Traffic

10. Benchmark Against Your Competitors

11. Find Keywords You’re Missing Out On

12. Find Missed Backlink Opportunities

13. Audit and Improve Your Top Pages

14. Monitor Your Rankings

3. Describe how email marketing can be used to increase sales for an e-commerce site.

1- By sending targeted & personalized promotional emails and product offers to the email list, it can
encourage customers to make purchases and increase revenue for the eCommerce business.

2- Email marketing is a great method to keep in touch with the customers and build strong relationships
with them over time. By sending regular newsletters, updates, and other relevant content to the
subscribers, this will keep the brand top-of-mind and build trust and loyalty with the audience.

3- Email marketing can create highly targeted campaigns that are designed to engage the customers and
encourage them to interact with the brand. This can include things like product recommendations,
personalized content, and interactive elements like surveys and quizzes.

4- Email marketing is a cost-effective way to reach a large audience of potential customers. By building a
targeted email list and creating engaging campaigns, the digital marketer can attract new subscribers
and expand the reach to new audiences.

5- Email marketing can track campaigns and measure success using a wide range of metrics, such as
open rates, click-through rates, and conversion rates. This allows to make data-driven decisions and
continuously improve the effectiveness of the email marketing efforts.

Section E: Practical Case Study (20 Marks)

Scenario: You are the digital marketing manager for a new e-commerce startup specializing in eco-
friendly products. The website is six months old and is not performing as expected in terms of traffic and
sales.

Questions :

1. Analyze the potential SEO issues the website might be facing. (5 marks)

Since it’s new website then the main focus will be on:

1- Website content relevancy to the product. This will include:

a. The quality of the website content
b. On-page SEO factors
2- Trust: Is will include the Off-page SEO factors
3- Authority: this requires to use some tools such as SemRush to build high credibility for the
website

2. Propose a detailed three-month digital marketing strategy to increase traffic. (10 marks)

The plan is:

First Month:

 Focus/Marketing Objective: increase awareness

 Strategy: run a non-targeted informational and awareness campaigns in all social media
platforms to spread the knowledge and introduce the product to the end users. The focus will
be on the benefits of the product to the end users. The financial benefits (if any) and highlight all
the unique selling points of the product
 Implementation:
o Focus on Facebook, Instagram and Tiktok.
o Set a daily budget to control the expenses.
o Focus on the exposure, not on the conversion.
o Create high-quality content (video and images).

Second Month:

 Focus/Marketing Objective: encourage trials

 Strategy: run targeted promotional campaigns in all social media. Target the well-defined
personas.
 Implementation:
o Focus on Facebook, Instagram and Tiktok
o Provide valued offers to encourage trials
o Provide incentives

Third Month:
  Focus/Marketing Objective: encourage sales
 Strategy: Focus on organic traffic, retargeting and email marketing
 Implementation:
o Improve SEO
o Focus on search and display campaigns. Those who search the product are most likely in
a need and most likely to buy
o Focus in retargeting campaigns such as Google ads

3. Suggest metrics to evaluate the success of your implemented strategies. (5 marks)

The following metrics can be used to measure the success of the campaigns:

1- #of website visits

2- Bounce rate
3- Conversion rate