AMA Digital Marketing 3 — Questions and Answers
Question 1: A marketer discovers that mobile users convert at half the rate of desktop users despite similar traffic volumes. What should be investigated first?
- Ad creative messaging
- Mobile page load speed and UX (Correct answer)
- Desktop keyword bids
- Email subject lines
Correct answer: Mobile page load speed and UX
Poor mobile UX and slow load times are the leading causes of conversion rate gaps between devices.
Question 2: Which type of SEO focuses on earning links from external websites to improve domain authority?
- Technical SEO
- On-page SEO
- Off-page SEO (Correct answer)
- Local SEO
Correct answer: Off-page SEO
Off-page SEO encompasses link-building and other external signals that communicate a site's authority to search engines.
Question 3: What is the key difference between a vanity metric and an actionable metric in digital marketing?
- Vanity metrics cost more to track
- Actionable metrics directly inform decisions, while vanity metrics look impressive but lack strategic utility (Correct answer)
- Vanity metrics are only used in social media
- Actionable metrics require third-party tools to measure
Correct answer: Actionable metrics directly inform decisions, while vanity metrics look impressive but lack strategic utility
Actionable metrics like conversion rate or CAC guide strategy changes, whereas vanity metrics like raw follower counts may not reflect business outcomes.
Question 4: In affiliate marketing, what is a 'commission reversal'?
- When an affiliate promotes a competing product
- When a merchant cancels a previously paid commission due to returns or fraud (Correct answer)
- When the affiliate network changes its payment terms
- When a click is attributed to the wrong affiliate
Correct answer: When a merchant cancels a previously paid commission due to returns or fraud
Commission reversals occur when approved commissions are clawed back because the underlying sale was returned, cancelled, or identified as fraudulent.
Question 5: Which email segmentation strategy is most likely to increase revenue per email sent?
- Sending the same email to the entire list for consistency
- Segmenting by purchase history and behavior to deliver personalized offers (Correct answer)
- Segmenting only by geographic location
- Sending more frequent emails to highly engaged subscribers only
Correct answer: Segmenting by purchase history and behavior to deliver personalized offers
Behavioral and purchase-history segmentation enables hyper-relevant offers that significantly increase conversion rates and revenue per email.
Question 6: What does a high 'bounce rate' in Google Analytics most commonly indicate on a landing page?
- Users are spending too much time on the page
- Visitors are leaving without interacting further, suggesting a mismatch between ad promise and page content (Correct answer)
- The page is attracting high-quality traffic
- Email subscribers are visiting the page multiple times
Correct answer: Visitors are leaving without interacting further, suggesting a mismatch between ad promise and page content
A high bounce rate on a landing page typically signals that user expectations from the ad or link were not met by the page's content or design.
Question 7: Which digital advertising model charges advertisers only when a user completes a specific action such as a purchase or sign-up?
- CPM (cost per mille)
- CPC (cost per click)
- CPA (cost per acquisition) (Correct answer)
- CPV (cost per view)
Correct answer: CPA (cost per acquisition)
CPA charges advertisers only when a defined conversion action is completed, making it a performance-based model tied directly to results.
AMA Digital Marketing 3
A marketer discovers that mobile users convert at half the rate of desktop users despite similar traffic volumes.
What should be investigated first?