CertificationAnswers

Jim Owns A Local Bike Shop And Wants To Be Noticed More By The People In His Town. He Decides To Use The Internet To Connect With Customers Online By Creating A Listing For His Business In A Local Directory Like Google My Business. Help Jim Create His Listing By Choosing The Minimum Information He Should Add.

• (A) Jim’s Bikes
• (B) 10 Bird Way, Cowseld, West Sussex, RH11 5XN
• (C) Phone number 01269 559632
• (D) Open 9–5 Mon–Sat
• (E) Image of a bike

 

Explanation:

The minimum information that Jim should add to his business listing in a local directory like Google My Business are:

• Jim’s Bikes as the business name
• 10 Bird Way, Cowseld, West Sussex, RH11 5XN as the business address
• Phone number 01269 559632 as the business phone number
• Open 9–5 Mon–Sat as the business hours

Adding an image of a bike would be a great addition to his listing but it is not necessary.

 

Jim Is Running A Bike Shop In A Popular Tourist City And He’s Started A Bike Hire Service. What Would Be The Better Way For Jim To Attract More Tourists – A Map Feature Or A Social Media Page?

• (A) A Map feature
• (B) A Social Media page

 

Explanation:

A map feature would be a better way for Jim to attract more tourists. This is because Jim is running a bike shop in a popular tourist city and he’s started a bike hire service. A map feature would allow tourists to easily find his bike shop and bike hire service. This would be especially useful for tourists who are not familiar with the area.

 

Anna Is A Photographer. She’s Previously Focused On Wedding Photography, But She Now Takes Requests To Photograph Other Events As Well. Customers Can Contact Her Through The Site’s Enquiry Page To Make Requests. They Can Also Look At Her Gallery And Sign Up To An Email Newsletter. Anna wants to track how many people request photography for events that aren’t weddings. Where should she place the conversion tracking code?

• (A) Homepage
• (B) Enquiry page
• (C) Enquiry confirmation page
• (D) Newsletter sign-up page

 

Explanation:

This is because customers can contact her through the site’s enquiry page to make requests and she wants to track how many people request photography for events that aren’t weddings. By placing the conversion tracking code on the enquiry confirmation page, Anna can track how many people have made a request for photography for events that aren’t weddings after they have submitted their enquiry.

 

Anna Has A Themed Portrait Photography Studio. She Offers Competitive Prices And Reaches And Engages With Visitors To Her Site Through Her Online Presence. However, Not Many Of Them Become Paying Customers. Anna Has A Range Of Keywords And Wants To Fine-Tune Them To Best Target Potentially Paying Customers. Put the keywords in order of the broadest to the most restrictive.

The correct order is

• (1) Photography, portraits
• (2) Portrait photography studio
• (3) Movie themed portrait photography
• (4) Film themed portrait photography, low cost

 

Explanation:

The first keyword is the broadest because it includes two general terms that could apply to many different types of photography. The second keyword is more specific because it includes a specific type of photography and a location. The third keyword is even more specific because it includes a specific type of photography and a theme. The fourth keyword is the most restrictive because it includes a specific type of photography, a theme, and emphasizes low cost. By using these keywords in her search engine marketing campaigns, Anna can improve her click-through rates and conversion rates and attract more qualified traffic to her site.

 

Anna Specialises In Portrait Photography. She Uses Her Website To Reach Potential Customers And Has Recently Set Up An SEM Campaign To Draw More Traffic To Her Site. She Wants To Use Negative Keywords To Make Sure Her Ads Don’t Appear For People Who Aren’t Potential Customers. Which Of The Following Keywords Are The Negative Keywords?

• (A) Photographer
• (B) Portrait
• (C) Landscape
• (D) Family photo
• (E) Watercolour

 

Explanation:

To make sure her ads don’t appear for people who aren’t potential customers, Anna should use (A) Photographer and (C) Landscape as negative keywords. These keywords are not relevant to portrait photography and could attract unqualified traffic to her site. Instead, Anna should focus on using more specific keywords and phrases that match what people are searching for. For example, she could use (B) Portrait or (D) Family photo to target more qualified traffic and improve her click-through rates and conversion rates. By using more specific keywords and phrases that match what people are searching for, Anna can improve her quality score and attract more qualified traffic to her site.

 

Michelle Is Writing Her Search Ad For Her Wedding Photography Business. She Wants To Make Sure It Stands Out. Which Of These Text Statements Would Work Best As An Ad?

• (A) Wedding Photographer. Cardiff based photographer specialises in outdoor weddings and scenic locations. Book Now!
• (B) Cardiff Wedding Photography. Get 25% off your first order. Make your reservation now.
• (C) Welsh wedding pics. Want great wedding pics? Cardiff based photographer, Michelle, available for hire.

 

Explanation:

This is because it includes a clear call-to-action (“Book Now!”) and emphasizes Michelle’s unique selling proposition (specializing in outdoor weddings and scenic locations). The second text statement is also good because it includes a clear call-to-action (“Make your reservation now”) and emphasizes the discount that Michelle is offering. The third text statement is less effective because it doesn’t include a clear call-to-action and doesn’t emphasize Michelle’s unique selling proposition. By using these text statements in her search engine marketing campaigns, Michelle can improve her click-through rates and conversion rates and attract more qualified traffic to her site.