Unit 6: AI and digital marketing - Practice Quiz

1 What is digital marketing?

2 Which of the following is a digital marketing channel?

3 What is a major advantage of digital marketing?

4 What does SEO stand for?

5 What is the main goal of search engine optimization?

6 Which item is commonly used in SEO?

7 What does PPC commonly mean in digital marketing?

8 In a PPC campaign, when does an advertiser usually pay?

9 Which of the following is an example of PPC advertising?

10 What is the main purpose of content marketing?

11 Which of the following is an example of content marketing?

12 Which quality is important for effective marketing content?

13 What is affiliate marketing?

14 Who is an affiliate in affiliate marketing?

15 What does an affiliate commonly receive after a successful referral?

16 What is social media marketing?

17 Which activity is part of social media marketing?

18 How can AI support product decisions in marketing?

19 How can AI help with marketing pricing?

20 Which AI application can support promotion in the 4Ps?

21 A company wants to reach potential customers at different stages of the buying process. Which digital marketing approach best supports this objective?

22 An online retailer receives many website visitors but very few completed purchases. Which metric would most directly help diagnose this problem?

23 A small business has limited funds and wants to compare the profitability of its digital campaigns. Which measure is most appropriate?

24 A website sells reusable water bottles, but its product pages rarely appear for relevant searches. Which action would most directly improve on-page SEO?

25 A marketing manager wants to improve a website's authority in search results. Which strategy is generally most effective?

26 A local bakery wants to attract customers searching for nearby products. Which SEO activity should receive the greatest emphasis?

27 A company spends $2,000 on a PPC campaign and receives 100,000 impressions. What is the campaign's cost per thousand impressions, or CPM?

28 Two PPC advertisements receive similar numbers of clicks, but Advertisement A produces more purchases. Which metric best shows this difference?

29 A PPC campaign receives many clicks but generates little profit. Which adjustment would most directly improve its financial performance?

30 A software company publishes a comparison guide that helps prospects evaluate competing solutions before buying. Which content marketing role is the guide mainly performing?

31 A brand's blog receives strong traffic but very few qualified leads. Which change would best improve content performance?

32 A company wants its content marketing program to build long-term organic visibility. Which editorial practice is most suitable?

33 An affiliate earns a commission whenever a referred customer completes a purchase. Which payment model is being used?

34 A retailer notices that an affiliate promotes its products using exaggerated claims. What should the retailer do first?

35 An affiliate program generates many referrals but has a low purchase rate. Which action would most likely improve the quality of traffic?

36 A company wants to understand whether its social media campaign is encouraging meaningful interaction rather than passive exposure. Which metric is most useful?

37 A restaurant receives repeated complaints about slow delivery on social media. Which response best demonstrates effective social media marketing?

38 A fashion brand wants to reach a narrowly defined group interested in sustainable clothing. Which social media tactic is most appropriate?

39 An online retailer uses AI to recommend products based on a customer's browsing and purchase history. Which marketing mix element is most directly being enhanced?

40 A travel company uses an AI system to adjust ticket prices according to demand, booking patterns, and remaining capacity. Which 4Ps element is primarily affected?

41 A retailer compares two digital campaigns using last-click attribution. Campaign X generates many first visits but few final clicks, while Campaign Y mainly captures branded searches immediately before purchase. After switching to a data-driven attribution model, which outcome is most plausible?

42 An online service records 8,000 ad clicks, 5,600 consented analytics sessions, and 280 purchases. Of those purchases, 70 occur in sessions without an identifiable campaign because users reject tracking. Which denominator gives the most defensible estimate of post-click business conversion when server-side order records can be matched to all ad clicks?

43 A subscription company reports that retargeted users convert at 12%, while non-retargeted users convert at 4%. Management concludes that retargeting causes an 8-percentage-point lift. Which test best evaluates that causal claim?

44 An ecommerce site has separate URLs for blue, black, and red versions of a product. Each page has nearly identical text, all variants must remain accessible, and search demand is concentrated on the generic product. Which implementation best consolidates ranking signals while preserving user access?

45 A publisher migrates from example.com/articles/topic to example.com/insights/topic. Rankings decline, and inspection shows that old URLs return 200 OK pages containing JavaScript redirects. What is the highest-priority technical correction?

46 A news site renders article text only after a client-side API call. Search engine inspection frequently shows an empty body because the API times out for crawlers. Metadata is present in the initial HTML. Which change most directly addresses the indexing risk?

47 Two advertisers enter a simplified ad auction where Ad Rank equals maximum CPC bid multiplied by quality score. Advertiser A bids $4 with quality score 6; B bids $3 with score 9; C bids $5 with score 4. Ignoring thresholds and extensions, what is the ranking from highest to lowest Ad Rank?

48 A campaign receives 10,000 clicks at an average CPC of $1.20. Its conversion rate is 4%, average order value is $75, and gross margin is 40%. Before fixed costs, which statement is correct?

49 A PPC account using target CPA bidding suddenly imports both qualified leads and low-value newsletter sign-ups as primary conversions. Newsletter sign-ups are much more frequent. What is the most likely optimization effect?

50 A B2B firm publishes a technical guide that attracts few direct form submissions but appears frequently in journeys that later produce high-value opportunities. Which measurement design best assesses the guide's contribution?

51 A company has several articles targeting the same query with overlapping intent. Rankings fluctuate as search engines alternate among the pages. Which response most appropriately addresses this content-cannibalization problem?

52 An educational brand observes that long-form articles have twice the average time on page of short articles. It concludes that long-form content causes stronger engagement. Which issue most seriously weakens this inference?

53 An affiliate program pays 10% of sale value and uses last-affiliate-click attribution with a 30-day cookie. A content publisher introduces a customer, but a coupon affiliate appears at checkout and receives credit. Which policy most directly protects the publisher's incremental contribution?

54 A merchant detects an affiliate whose reported conversion rate is unusually high. Most clicks occur seconds before purchase, and the affiliate's tracking cookie is set through an invisible browser extension action. How should these conversions be classified?

55 A social campaign's platform dashboard reports 1,200 conversions, while the advertiser's randomized holdout estimates only 300 incremental conversions. What is the best interpretation?

56 A brand compares two social advertisements. Ad A has a 6% click-through rate and a 0.5% post-click purchase rate. Ad B has a 2% click-through rate and a 2% post-click purchase rate. Assuming equal impressions and equal order values, which ad produces more purchases per impression?

57 A company trains a social-media lookalike model using only customers who purchased during a heavy-discount event. It then uses the model for a full-price launch. What is the primary modeling risk?

58 An AI pricing system raises prices for users whom it predicts have a high willingness to pay. The prediction heavily uses postal code, which is strongly correlated with protected demographic characteristics. Which intervention best addresses the pricing risk while retaining useful automation?

59 A manufacturer uses AI demand forecasts to allocate a new product across stores. The training data comes from periods when several stores repeatedly stocked out, but recorded sales are treated as unconstrained demand. What bias is most likely?

60 A generative AI system creates thousands of personalized product descriptions. Online tests show higher click-through rates, but return rates also rise because some descriptions imply unsupported product capabilities. Which governance design best balances promotion performance with product accuracy?