Mobile Marketing Fundamentals 3 — Questions and Answers
Question 1: What is 'app store optimization' (ASO) most analogous to in digital marketing?
- Search Engine Optimization (SEO) (Correct answer)
- Pay-Per-Click (PPC) advertising
- Email marketing automation
- Programmatic display advertising
Correct answer: Search Engine Optimization (SEO)
ASO improves an app's visibility and ranking in app store search results, much like SEO does for websites on search engines.
Question 2: Which mobile ad format overlays content over a full device screen and typically appears between natural content transitions?
- Interstitial ad (Correct answer)
- Banner ad
- Native ad
- Rewarded ad
Correct answer: Interstitial ad
Interstitial ads are full-screen ads that appear at natural transition points in an app, such as between game levels.
Question 3: A user sees your app ad on Tuesday but installs the app after clicking a different ad on Friday. Which attribution model gives full credit to Friday's ad?
- Last-click attribution (Correct answer)
- First-click attribution
- Linear attribution
- Time-decay attribution
Correct answer: Last-click attribution
Last-click attribution assigns 100% of the conversion credit to the final touchpoint before the user converted.
Question 4: What type of mobile marketing uses keyword-triggered ads within app store search results?
- Search Ads (e.g., Apple Search Ads) (Correct answer)
- Social media ads
- Rewarded video ads
- Programmatic RTB ads
Correct answer: Search Ads (e.g., Apple Search Ads)
Apple Search Ads and Google UAC search placements deliver ads when users search specific keywords in the app store.
Question 5: Which of the following is a key component of a mobile marketing funnel's 'acquisition' stage?
- Running paid install campaigns to drive new users (Correct answer)
- Sending re-engagement push notifications to lapsed users
- Offering in-app loyalty rewards to existing customers
- Analyzing user session data to optimize UX
Correct answer: Running paid install campaigns to drive new users
The acquisition stage focuses on attracting new users, typically through paid or organic channels that drive app installs.
Question 6: What is the purpose of a 'mobile measurement partner' (MMP) like Adjust or AppsFlyer?
- To independently track and attribute app installs and in-app events across ad networks (Correct answer)
- To create and manage mobile ad creatives on behalf of advertisers
- To host and distribute mobile apps across multiple app stores
- To provide customer support automation within mobile apps
Correct answer: To independently track and attribute app installs and in-app events across ad networks
MMPs act as neutral third-party platforms that collect install and event data from multiple ad networks and attribute them accurately.
Question 7: In mobile marketing, what does 'churn rate' measure?
- The percentage of users who stop using an app over a given period (Correct answer)
- The rate at which new users download an app
- The frequency of in-app purchase transactions
- The speed at which push notifications are delivered
Correct answer: The percentage of users who stop using an app over a given period
Churn rate tracks how many users abandon or uninstall an app within a defined time frame, indicating retention health.
Mobile Marketing Fundamentals 3
What is 'app store optimization' (ASO) most analogous to in digital marketing?