Mobile Marketing Fundamentals 2 — Questions and Answers
Question 1: Which metric measures the percentage of users who click on a mobile ad after seeing it?
- Click-Through Rate (CTR) (Correct answer)
- Conversion Rate (CVR)
- Cost Per Install (CPI)
- Return on Ad Spend (ROAS)
Correct answer: Click-Through Rate (CTR)
CTR (Click-Through Rate) is calculated by dividing clicks by impressions and represents how often users click an ad after viewing it.
Question 2: What does 'deep linking' accomplish in mobile marketing?
- It takes users to a specific page within an app rather than the home screen (Correct answer)
- It increases the download speed of a mobile app
- It embeds advertising links within app store listings
- It connects two separate mobile apps together
Correct answer: It takes users to a specific page within an app rather than the home screen
Deep linking directs users to a specific in-app page or piece of content, bypassing the app's home screen for a better user experience.
Question 3: In mobile advertising, what is a 'lookalike audience'?
- Users who share traits similar to your existing customers (Correct answer)
- Users who have previously visited your mobile website
- Users who have already installed your app
- Users in the same geographic region as your target market
Correct answer: Users who share traits similar to your existing customers
A lookalike audience is a group of new prospects identified by an ad platform as sharing behavioral or demographic traits with your current customers.
Question 4: Which of the following best describes 'mobile attribution'?
- The process of identifying which marketing channel drove an app install or conversion (Correct answer)
- The act of assigning credit scores to mobile users
- A method for optimizing mobile ad creative assets
- The tracking of physical store visits from mobile ads
Correct answer: The process of identifying which marketing channel drove an app install or conversion
Mobile attribution links user actions (like installs or purchases) back to the specific ad or channel that triggered them.
Question 5: What is the primary advantage of in-app advertising over mobile web advertising?
- Higher engagement rates due to a more immersive environment (Correct answer)
- Lower production costs for creative assets
- Broader reach across all device types
- Easier compliance with privacy regulations
Correct answer: Higher engagement rates due to a more immersive environment
In-app ads typically achieve higher engagement because users are already deeply focused within the app environment.
Question 6: What does 'LTV' stand for in the context of mobile marketing?
- Lifetime Value (Correct answer)
- Lead Tracking Volume
- Low Traffic Variation
- Long-Term Visibility
Correct answer: Lifetime Value
Lifetime Value (LTV) estimates the total revenue a business can expect from a single user over their entire relationship with the app or service.
Question 7: Which targeting method uses real-time location data to serve ads to users in a specific physical area?
- Geofencing (Correct answer)
- Contextual targeting
- Retargeting
- Behavioral targeting
Correct answer: Geofencing
Geofencing creates a virtual boundary around a physical location and triggers ad delivery when a user enters or exits that zone.
Mobile Marketing Fundamentals 2
Which metric measures the percentage of users who click on a mobile ad after seeing it?