PCM Digital Marketing & Analytics 3 — Questions and Answers
Question 1: What is the main purpose of a UTM parameter appended to a URL?
- To improve page load speed
- To track the source, medium, and campaign of website traffic (Correct answer)
- To enable retargeting pixels
- To compress images for mobile delivery
Correct answer: To track the source, medium, and campaign of website traffic
UTM parameters are tags added to URLs that allow analytics tools to identify where traffic originated and which campaign drove it.
Question 2: In programmatic advertising, what does a demand-side platform (DSP) enable advertisers to do?
- Manually negotiate ad placements with publishers
- Automatically buy digital ad inventory across multiple exchanges in real time (Correct answer)
- Create and host ad creatives for display networks
- Manage organic social media scheduling
Correct answer: Automatically buy digital ad inventory across multiple exchanges in real time
A DSP allows advertisers to purchase display, video, and mobile ad inventory through automated real-time bidding across multiple ad exchanges.
Question 3: A marketer runs a paid search campaign and notices a high impression share loss due to 'rank.' What is the most effective corrective action?
- Increase the daily budget
- Improve Quality Score or increase bids (Correct answer)
- Add more negative keywords
- Reduce the geographic targeting radius
Correct answer: Improve Quality Score or increase bids
Impression share lost to rank is resolved by improving Quality Score (through better ad relevance and landing page experience) or by raising bids to compete more effectively.
Question 4: Which email marketing metric indicates how many recipients forwarded or shared the email with others?
- Open rate
- Click-to-open rate (CTOR)
- Forward/share rate (Correct answer)
- List growth rate
Correct answer: Forward/share rate
The forward/share rate measures the percentage of recipients who clicked a 'forward to a friend' or social sharing button within the email.
Question 5: In content marketing, what does 'pillar page' strategy primarily aim to achieve?
- Generate paid ad revenue from content pages
- Create comprehensive topic hubs that improve topical authority and internal linking (Correct answer)
- Automate content distribution across social channels
- Replace product pages with long-form editorial content
Correct answer: Create comprehensive topic hubs that improve topical authority and internal linking
Pillar pages serve as comprehensive guides on a broad topic, surrounded by cluster content on related subtopics, signaling topical authority to search engines.
Question 6: Which type of audience targeting uses data about users' past purchase history and browsing behavior to reach likely buyers?
- Contextual targeting
- Demographic targeting
- Behavioral/in-market targeting (Correct answer)
- Geographic targeting
Correct answer: Behavioral/in-market targeting
Behavioral and in-market targeting uses observed user actions—like product searches and site visits—to identify audiences with demonstrated purchase intent.
Question 7: What is the formula for calculating Return on Ad Spend (ROAS)?
- (Revenue – Ad Cost) / Ad Cost × 100
- Revenue Generated / Ad Spend (Correct answer)
- Ad Spend / Revenue Generated
- (Clicks × Conversion Rate) / Ad Spend
Correct answer: Revenue Generated / Ad Spend
ROAS is calculated by dividing the total revenue generated by the advertising spend, expressing how many dollars of revenue each ad dollar produces.
PCM Digital Marketing & Analytics 3
What is the main purpose of a UTM parameter appended to a URL?