Digital Marketing Foundations — Proficiency Exam

15 questions · pass with 50%

1. A cold Meta prospecting campaign sends people who just learned the category to a checkout with a twelve-field form. What is the most likely funnel error?
The ads used the wrong color palettePaid social cannot create demand in any categoryTraffic is still in awareness while the page asks for a conversion jobThe funnel has too many stages to measure
2. You see a sharp drop from lead to opportunity. What should you diagnose first?
Whether you sent the wrong people, the wrong message, or a high-friction next stepWhether to multiply the same ad spend immediatelyWhether to delete the awareness stage from the modelWhether branded search should be turned off
3. Why does retention belong in the same funnel conversation as paid acquisition?
Because retention emails are a form of paid socialBecause unpaid churn makes paid acquisition a treadmillBecause advocacy metrics replace the need to track CACBecause awareness impressions count as retained customers
4. Someone searches "best payroll software for 20-person teams." That intent is closest to:
Navigational — they want a specific brand’s login pageCommercial investigation — they are comparing options before a buyPure informational with no purchase path at allTransactional — they are ready to enter a card this minute
5. For a transactional query such as "buy standing desk oak 60 inch," the on-page job is to:
Rank a long history of furniture instead of a product pageStuff the keyword into every sentence to force a matchHide price and shipping until after a webinarMatch the page to buy intent: product, proof, price, and a clear next step
6. You pick a primary keyword for a page. The most important filter is:
Whether the page can satisfy the searcher’s intentWhether the keyword has the most syllablesWhether a competitor used the word in a press releaseWhether you can add the keyword to the footer only
7. The core difference between Google Search ads and Meta prospecting ads is:
Search captures existing intent; Meta more often has to create interest with creativeMeta only sells to people who already typed your brandGoogle Search cannot use conversion trackingBoth platforms ignore the campaign objective you select
8. You want existing site visitors who did not purchase to see a reminder ad. That setup is:
A Search campaign on competitor brand terms onlyA brand-new lookalike with no prior site dataRemarketing (retargeting) based on a site audienceAn awareness campaign with no conversion event defined
9. Why match campaign objective to funnel stage?
Because objectives have no effect on who sees the adBecause the platform optimizes delivery toward the event you asked forBecause Meta and Google use identical auction logicBecause a conversion objective always costs less than awareness
10. Privacy features that prefetch email images make which metric less trustworthy as a unique human open?
Unsubscribe rateClick-to-site rateBounce and deliveryOpen rate
11. A welcome sequence should primarily:
Sell every add-on in the first email before they confirm the addressDeliver the promised value, set expectations, and one clear next stepRepeat the same blast as your newsletter with no onboarding jobAvoid any call to action so you do not seem commercial
12. You should suppress people who already bought from a "become a customer" nurture because:
Purchasers are not allowed to receive operational mailSegmentation is not allowed in email marketingThe job of the message no longer matches their lifecycle stageWelcome flows replace all other campaigns forever
13. Content pillars exist to:
Guarantee a ranking for every keyword you listGive repeatable themes tied to audience problems so planning stays focusedReplace the need for a funnelMaximize posting volume with no brief
14. A blog ranking for "what is inbound marketing" should usually offer next:
A deeper guide, toolkit, or comparison — not only Buy nowA twelve-field checkout as the only linkA paid search campaign with no landing pageImmediate deletion of the article after thirty days
15. Repurposing a webinar into clips, an email, and a blog outline is useful because:
Search engines penalize reused ideas in every formatStakeholders only consume live videoYou must publish identical copy on every channelOne research investment can serve several funnel jobs and formats

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