AMA Digital Marketing 2 — Questions and Answers
Question 1: A brand notices its email open rates have dropped significantly over three months. Which metric should be analyzed first to diagnose the problem?
- Click-through rate
- List growth rate
- Sender reputation score (Correct answer)
- Unsubscribe rate
Correct answer: Sender reputation score
Sender reputation directly affects deliverability, so a degraded score means emails land in spam before users even see them.
Question 2: In programmatic advertising, what does a demand-side platform (DSP) allow marketers to do?
- Sell ad inventory to the highest bidder
- Buy ad impressions across multiple exchanges in real time (Correct answer)
- Manage organic social media placements
- Create publisher-side ad units
Correct answer: Buy ad impressions across multiple exchanges in real time
A DSP lets advertisers purchase display impressions via real-time bidding across multiple ad exchanges from a single interface.
Question 3: Which content marketing KPI best measures whether content is driving bottom-of-funnel conversions?
- Pageviews per session
- Social shares
- Assisted conversions (Correct answer)
- Average time on page
Correct answer: Assisted conversions
Assisted conversions show how many sales paths included a content touchpoint, directly linking content to revenue outcomes.
Question 4: A company wants to retarget users who abandoned their shopping cart. Which audience targeting approach is most appropriate?
- Lookalike audiences
- Contextual targeting
- Pixel-based remarketing (Correct answer)
- Demographic segmentation
Correct answer: Pixel-based remarketing
Pixel-based remarketing tracks specific on-site behaviors like cart abandonment and serves ads to those exact users across the web.
Question 5: What is the primary purpose of a UTM parameter in digital marketing?
- Improve page load speed
- Encrypt user data for privacy compliance
- Track the source and medium of traffic in analytics (Correct answer)
- Optimize images for mobile devices
Correct answer: Track the source and medium of traffic in analytics
UTM parameters are URL tags that pass campaign source, medium, and name data into analytics platforms for attribution.
Question 6: Which Google Ads bidding strategy is best suited for a campaign whose primary goal is to maximize website traffic within a fixed daily budget?
- Target ROAS
- Maximize clicks (Correct answer)
- Target CPA
- Enhanced CPC
Correct answer: Maximize clicks
Maximize clicks automatically sets bids to get as many clicks as possible within the specified budget.
Question 7: In social media marketing, what does the term 'dark post' refer to?
- A post published after midnight to capture night-owl audiences
- A paid ad that appears in feeds but is not visible on the brand's public profile (Correct answer)
- Content that violates platform community guidelines
- An organic post with negative sentiment in comments
Correct answer: A paid ad that appears in feeds but is not visible on the brand's public profile
Dark posts are unpublished sponsored posts targeted to specific audiences without appearing on the advertiser's timeline.
AMA Digital Marketing 2
A brand notices its email open rates have dropped significantly over three months.
Which metric should be analyzed first to diagnose the problem?