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  • A Planning a budget
  • B Developing a plan
  • C Optimising a website
  • D Defining a customer base
  • A They are seen by everyone
  • B They have higher click-through rate
  • C They can come in many different formats
  • D They don’t cost too much to set up
  • A Numbers and letters
  • B Numbers
  • C Letters
  • D Letters and symbols
  • A It can enable you to offer discounts that compete directly with your competitors’ pricing
  • B It can identify how your offering is different in comparison to your competitors
  • C It can give you deeper insight into the market and their approach
  • D It can reveal which additional regions you could be operating in so that you can grow your business
  • A The consideration phase, when customers start to research potential products to buy
  • B The finance stage, when customers think about their budgets
  • C The action stage, the moment when customers commit and purchase your product
  • D The sharing stage, when customers share images and feedback on your products
  • A Search phrase
  • B Search term
  • C Search query
  • D Search word
  • A Place them well within your text
  • B Make them eye-catching
  • C Put branding on them
  • D Give them descriptive names
  • A Outrank lots of larger, more established companies
  • B Find more opportunities
  • C See more traffic than short tail keywords
  • D Perform better on social media
  • A The quantity of links is important, not the quality
  • B The quality of links is important, not the quantity
  • C Links hidden within code on sites improves your SEO performance
  • D Links hidden within images on sites improves your SEO performance
  • A Helps your website stand out from the competition
  • B Allows you to input lots of keywords so that you appear for all of them
  • C Provides search engines with more consistent and clear information about what’s on the website
  • D Allows you to place sales promotion offers within the search results
  • A relevance
  • B conversion
  • C clicks
  • D importance
  • A Reach out to potential customers actively looking for your product or service
  • B Create different types of ad formats to show to potential customers
  • C Target people based on their interests and habits
  • D SEM is a lot cheaper than any other advertising medium
  • A prevent
  • B secure
  • C increase the chance of
  • D decrease the chance of
  • A Increasing the bid for the keywords you are targeting
  • B Increasing the relevance of the keywords, ads, and landing page
  • C Adding lots of keywords to the campaign to get more traffic
  • D Continually changing the ad copy
  • A Research competitors
  • B Create a listing
  • C Create an ad
  • D Post a link
  • A Everyone uses search engines
  • B You can target ads to a specific geographic area
  • C You can target ads to specific genders
  • D Search ads are cheaper than display adverts
  • A Stern and Serious
  • B Serious and Honest
  • C Fun and Inviting
  • D Engaging and Inviting
  • A Your audience’s data
  • B Your audience’s interests
  • C You audience’s available income
  • D Your audience’s offline behaviour
  • A The visitor’s time navigating your site
  • B The visitor’s experience on your site
  • C The visitor’s general time on your site
  • D The vistior’s purpose when on your site
  • A it allows you to target people who have ad blockers enabled
  • B it can be seen by people who aren’t logged into their accounts
  • C it allows you to target people based on their likes and interests
  • D it doesn’t cost too much to spread your ads far
  • A Paid
  • B Owned
  • C Earned
  • D Published
  • A A/B testing means you can split your contacts alphabetically
  • B A/B testing means you send the same email twice to the same people
  • C A/B testing means splitting your audience and sending each of them a different variation of your email
  • D A/B testing means it is spell checked and proofed, prior to hitting send
  • A Search advertising
  • B Reacquiring
  • C Readvertising
  • D Retargeting
  • A Search ads are more likely to be clicked on
  • B Search advertising is cheaper than display advertising
  • C Search advertising allows ads to be created in multiple formats
  • D Search advertising is shown to customers who are searching for your specific terms
  • A Target users, based on the specific actions they take on your site
  • B Target people, based on their likes and interests
  • C Appear higher within the search results
  • D Target people before they come to your website
  • A Shooting as much as you can and culling it later
  • B Finding editing software
  • C Finding equipment to use
  • D Planning your content
  • A Make the content really interesting
  • B Give detailed descriptions of its content
  • C Clearly brand your videos
  • D Include calls to action within the videos
  • A Conversion
  • B Clocking
  • C Metric
  • D Dimension
  • A The act of a user coming from a certain geographical location
  • B The act of a user spending a certain amount of time on the site
  • C The act of a user meeting a specific metric
  • D The act of a user completing a goal
  • A What websites users visit after leaving your website
  • B How you currently rank in search engines
  • C How people interact with your website
  • D How people interact with your competitors’ websites
  • A Organic keywords
  • B Social media ads
  • C Paid keywords
  • D Directories
  • A It can help you make informed decisions and improve online performance
  • B Digital data is always 100% accurate
  • C Digital data allows you to save money on offline analytics
  • D Using digital data allows you to automatically reach more customers
  • A Show all the information available, to give your audience as much context as possible
  • B Tailor your approach to your audience in order to tell a better story
  • C Stick to visual graphics only, as everyone will prefer this presentation format over tables and text
  • D Present all information in the same way because everyone interprets things similarly
  • A Use images direct from the internet to ensure accurate file size
  • B Use images direct from the original manufacturer
  • C Ensure images are of a high quality
  • D Use detailed descriptions instead of images to help search engines
  • A Build an online store with an integrated payment system
  • B Set up a web-based money transfer software like PayPal
  • C Invest in a new website platform
  • D Use other platforms such as eBay or Etsy
  • A send multiple follow up emails once a purchase has been made
  • B show them remarketing ads with a variety of products
  • C provide the customer with relevant suggested purchases
  • D include a pop up on your website that they have to action before continuing
  • A price
  • B hierarchical
  • C a constantly changing
  • D alphabetical
  • A accessible | supply chain | legal
  • B affordable | supply chain | language
  • C exciting | customers needs | currency
  • D affordable | customer needs | legal
  • A use online tools to help you understand where there’s a strong demand for your products
  • B move the whole business to that country
  • C replicate your current business in as many countries as possible
  • D buy new domains for the country
  • A Translated by an automated tool only
  • B Translated but also locally adapted for the audience
  • C Translated into the native language
  • D Left the same, and not translated
  • A It will show you where your audience comes from
  • B It will list which pages your audience does not like
  • C It will show where your customers go after they’ve left your site
  • D It will show you why your audience visit your site
  • A Technology
  • B Cost
  • C Scope
  • D How long you’ve been in business
  • A Understand the target audience
  • B Change your mission statement to match the goals
  • C Create goals and identify a USP
  • D Define and segment your audiences
  • A If potential customers can access your web pages
  • B If Google can view your web pages
  • C How people interacts with your website
  • D What information Google records about your site
  • A Off-site optimisation
  • B Keyword research
  • C Writing fresh content
  • D Setting an ad budget
  • A To position websites based on how popular they are
  • B To display websites in a random order to increase site traffic
  • C To ensure every business gets an equal number of site visits
  • D To help the user find the most relevant answer to their query
  • A Helps your website stand out from the competition
  • B Allows you to input lots of keywords so that you appear for all of them
  • C Provides search engines with more consistent and clear information about what’s on the website
  • D Allows you to place sales promotion offers within the search results
  • A Internet Position
  • B Internet Placement
  • C Internet Privatisation
  • D Internet Protocol
  • A index
  • B crawl
  • C investigate
  • D rank
  • A How long the content on the page is
  • B If you mention keywords over 50 times in a short piece of content
  • C Unique, engaging, relevant content
  • D Where you are in the world when adding content to your site
  • A They are hidden messages that have no bearing on search engines
  • B They are the on-page content that appears on your homepage, telling search engines what you do
  • C They are automatically generated and help websites rank within search engines
  • D They are embedded messages that help the search engine determine what’s on the page
  • A It will help the ad stand out and encourage people to click it
  • B It will guarantee the ad appears at the top of the search results
  • C It will increase the amount of users across your entire website
  • D It can increase the quality score of your adermine what’s on the page
  • A What your customers are doing on your website
  • B Where your customers have come from before visiting your website
  • C Where your customers go after leaving your website
  • D What your customers are looking for on your website
  • A Shopping bags
  • B Blog content
  • C YouTube
  • D Social media
  • A In the URL
  • B In the coding of your header image
  • C In your navigation menu
  • D In your logo’s hyperlink
  • A It manages your website
  • B It hosts your website
  • C It promotes your website
  • D It secures your website
  • A Call the customer when there is an offer they’d enjoy
  • B See where their customers are and monitor their shopping behaviours
  • C Send them offers when they enter a certain geographical area
  • D Add items to their in-app basket that you think they’d like
  • A Listing
  • B Crawling
  • C Indexing
  • D Ranking
  • A Pay people to link back to your site
  • B Write some great content they will find useful
  • C Ensure your staff link back to your site
  • D Link to them first, regardless of whether they have anything interesting on their site
  • A Quotation marks
  • B Apostrophes
  • C Italics
  • D Square brackets
  • A To see personal data about the person who bought from you
  • B To understand what is working and what is not
  • C To increase your budget to get more traffic
  • D To advertise internationally more easily
  • A Choosing what images to put on your website
  • B Reserving all the social profiles that you will be using for the business
  • C Finding people who will link back to your website
  • D Keyword Research
  • A Alongside them
  • B Below them
  • C On the next page after them
  • D Above them
  • A when your ad appears within the search results
  • B when a conversion happens on your website
  • C when your ad is clicked by someone
  • D when someone stays on your website for more than 2 minutes
  • A Drive more traffic to your website
  • B Target more people in different areas of the world
  • C Ensure people see relevant ads that relate to their search query
  • D Stop using negative keywords
  • A The order your products will appear on the site
  • B What you want your customers to do on the site
  • C How customers will interact with the site
  • D What your customers want to see on the site
  • A Compare follower numbers across platforms
  • B Use online analytics tools to measure engagement
  • C See what competitor businesses are using
  • D Ask friends and family which platforms they use
  • A Apps allow you to send push notifications
  • B Apps are easy to access on the app store
  • C Apps generally work on more mobile devices
  • D Apps allow you to collate more data on your customers
  • A Short, technical, include a call to action
  • B Relevant, short, entertaining
  • C Short, entertaining, include a call to action
  • D Short, relevant, include a call to action
  • A Local Search
  • B Geo search
  • C Mobile search
  • D Organic search
  • A Website’s homepage
  • B Order confirmation page
  • C Order form page
  • D Contact us page
  • A Competition, cohesiveness, relevance
  • B Frequency, competition, relevance
  • C Relevance, cohesiveness, execution
  • D Frequency, execution, relevance
  • A Portrait photographer London
  • B London photographer
  • C London portrait photographer
  • D Photographers in London
  • A When you write a new blog post
  • B When you have a sale or promotion
  • C When you add a new service or product
  • D When you employ new staff
  • A Business name, address, phone number
  • B Personal name, business name, postcode
  • C Name, PO box, freephone number
  • D Business name, CEO, company registration number
  • A prioritise
  • B highlight
  • C hide
  • D promote
  • A People use their phones while they are on the go
  • B Ads are smaller in mobile devices and therefore cheaper
  • C People prefer to receive adverts on their mobile
  • D Everyone has a mobile phone
  • A Paid advertising
  • B Pay for followers
  • C Follow all of your competitors’ followers
  • D Overuse hashtags
  • A A scaled design
  • B A visual design
  • C A responsive design
  • D An integrated design
  • A Ask your audience what they search for when looking for similar products
  • B Use the Google Keyword research tool or Bing Keyword research tool
  • C Use a tool to harvest the keywords your competitors are using
  • D Use all the usual keywords from your website in your advertising account
  • A Writing engaging online copy
  • Keeping the target audience in mind
  • Understanding the user journey
  • Being consistent in your approach to copy
  • A You can share offers and discounts exclusively to your following
  • B You can share blogs from other businesses to cover more than what you do
  • C You can share honest reviews about your product or service
  • D You can connect with customers at any time of the day
  • A Content scheduling tools
  • B Audience profiling tools
  • C Social media analytic tools
  • D Website analytic tools
  • A It can improve sales by directing more traffic to your website
  • B It can enable a business to create a bank of content, which can be reused to create ads
  • C It helps a company identify its biggest competitors
  • D It provides you with another channel to push sales and promotional messages to customers on a regular basis
  • A Your social media links
  • B An interactive map
  • C Your physical location details
  • D Business registration number
  • A Personalising content to make each customer feel important, taking into account available data about each individual customer.
  • B Reducing the number of channels used for content marketing to only those channels with the highest referral numbers, thus saving money
  • C Identifying audiences who view their content, and ensuring those specific audiences get targeted in the future, with the aim of increasing sales
  • D Refining their content marketing strategy as they go, taking into account available data and metrics
  • A Site speed and usability
  • B Keywords and metadata
  • C Image size and navigation
  • D Site speed and visual appearance
  • A Optimised for different devices
  • B Visually engaging
  • C Full of relevant information
  • D Text heavy
  • A Answer The Public
  • B Google Ads Editor
  • C Facebook business manager
  • D EM Rush
  • A A business that operates from a specific geographic location
  • B A business that is within a 5km radius from the customer
  • C A business that has existed within a community for more than 5 years
  • D A business that only provides a service based product
  • A Increase staff morale
  • B Increase audience engagement
  • C Increase customer satisfaction
  • D Increase overall profit
  • A People on niche platforms are more likely to engage with you
  • B Your content will be put in front of specific audiences
  • C Your content will be seen by a mix of different people, gaining more views and likes
  • D It enhances your brand to be seen on more specific social media platforms
  • A People trust local businesses on social media
  • B You can target ads to a specific local audience
  • C You can make video ads promoting the area
  • D People use social media more than they use search engines
  • A % of people that made a purchase after receiving the email
  • B % of people that opened the email out of the total recipients
  • C % of people who clicked on a link in the email out of the total recipients
  • D % of people who were sent the email against the total number of conversions made
  • A Search Engine Optimisation
  • B Banner advertising
  • C Display advertising
  • D Webpage advertising
  • A A targeting option for publishers
  • B A marketplace between online publishers and advertisers
  • C A payments system for online ad campaigns
  • D A targeting option for advertisers
  • A Share videos across all of your digital marketing tools
  • B Pick one primary place to share your video content
  • C Trust word-of-mouth to drive traffic to your videos
  • D Send out a postcard to relevant mailing lists
  • A You can reuse the same template
  • B They are always free
  • C You can duplicate the design of your website
  • D Templates work better on mobile
  • A To help determine the best way to collate customer data
  • B To help determine the performance and allow for optimisation
  • C To help determine where your budget will be spent
  • D To help determine the performance of your competition
  • A Change the colours to be more eye-catching
  • B Change how much your branding is shown in the video
  • C Update the description to tell people more about the video
  • D Delete the video and try again with edited content
  • A Promotions and special offers
  • B Personalised messages
  • C Location specific information
  • D Product shots and detailed information
  • A The amount of links contained in the email
  • B The number of images in your email
  • C The opportunity for customers to opt-out
  • D The subject line of the email
  • A The exact location of your ad on a particular page of a website
  • B The size and position of your ad
  • C The exact location of your ad on search engine results pages
  • D The position of text within your ad
  • A Tag them in posts
  • B Use hashtags
  • C Make them funny
  • D Use subtitles
  • A Display advertising is cheaper than search advertising
  • B Appearing on relevant websites offering advertising space
  • C Ads can appear at the top of search engine results pages
  • D Display ads are more likely to be clicked on
  • A The device users access the site with
  • B The time a user spends on the site
  • C The browser a user uses to visit the site
  • D The geographical location of the user
  • A Advertising on other people’s videos
  • B Commenting on other people’s videos
  • C Sharing other people’s videos
  • D Interacting with other people’s videos
  • A A way to get free traffic to your site
  • B A directory of lots of websites that sell the same products as you do
  • C An online store of images you can use within your content
  • D A platform allowing the advertiser to advertise on websites within the network
  • A Conversion
  • B Dimension
  • C Access
  • D Metric
  • A An interactive computer application for the organisation, analysis and storage of data
  • B A static collection of related data tables that can be queried to locate specific fields
  • C A tool for storing large amounts of numerical data, but not text-based data
  • D A digital balance sheet to keep track of financial transactions
  • A Vast quantities of data will take a long time to process
  • B Large amounts of data are harder to store online
  • C The right information, at the right time, is more valuable
  • D Spreadsheets have a limit on the amount of information they can store
  • A Bid higher within your SEM advertising account
  • B Find insights that can help you identify where to make improvements
  • C Build better social media profiles
  • D Run advertising in other countries around the world
  • A Set up advertising accounts to drive continuous improvement
  • B Understand users behaviour and improve the effectiveness of your digital marketing efforts
  • C Interact with customers on your website to increase conversion
  • D Predict your users next move based on previous data
  • A Browser users use to access your site
  • B Unique visitors to your site
  • C Time users spend on your site
  • D Number of pages viewed per visit
  • A For different devices, navigation & search
  • B For different devices & social media profiles
  • C For email templates & social media profiles
  • D For navigation, search & video campaigns
  • A SEM advertising
  • B Social advertising
  • C Retargeting
  • DEmail campaigns
  • A Stock control
  • B Integrated invoicing
  • C The ability to track shipping
  • D Automated complaints process system
  • A Partition
  • B Sample
  • C Segment
  • D Extract
  • A Treat all social media channels the same
  • B Use popular phrases and memes for that area
  • C Analyse platforms popular in that area
  • D Not advertise at all, as other countries don’t like social advertising
  • A pay less per click than standard SEM ads
  • B show ads to people before they visit your website
  • C show ads to people after they visit your website
  • D display a pop up on your website when people visit it

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