Digital Marketing Interview Questions

Digital marketing is the brand marketing tactics through the internet. It includes various techniques like SEO, SEM and link building.
The digital marketing/communication is categorized into two segments
*Inbound Marketing: This techniques takes the help of social media, digital content in e-books, webinars or e-newsletter to increase the number of clicks on links and learn more about a company and its services.
*Outbound Marketing: This segment includes placing ads, cold-calls, e-mails or reach out potential customers through digital mediums
Search Engine Optimization widely known as SEO is the process of improving the structure, content and organization of your site, so that the Search engines can index them correctly. It also involves doing promotional activities to boost your search engine rank.
“Keyword” in digital marketing is the word that a user’s or person enters into a search engine to find specific information.
From SEO point of view, for better page ranking keywords are very crucial. How and where you have used the keywords will reflect your site ranking.
For better page ranking, you must use the keywords in following areas
*Keyword in Website URL
*Keyword in Website Title
*Keyword in Meta tag
*Keyword in Web page content
*Keyword density in body text
*Keywords in Headlines
Pay Per Click also known as Cost Per Click, is a technique used to direct traffic to websites. In this technique, advertisers pay the publisher ( website owner or host of the website) when the ad is clicked. In other words, it is the amount spent to get an advertisement clicked.
The primary models for determining Pay-Per-Click are
*Flat rate PPC :In this type of model, both publisher and advertiser agree to a fixed amount that will be paid for each click. In most time, the publisher has a rate card for PPC plan based on different areas of their website or network. The amount varies as per the content that generally attracts more or less people.
*Bid based PPC :In this type of model, the advertiser competes with other advertisers in a private auction hosted by a publisher. The advertiser will inform publisher for the maximum amount of bid he is willing to pay.
Google Adwords is the single most popular PPC advertising system in the world. It works on Pay per click model.
The AdWords platform enables the business to create ads that appear on Google search engine and their other properties.
An effective PPC keyword should be
Relevant : List out the targeted keywords
Exhaustive : Apart from most popular keywords it should include the “long tail of search”
Expansive: PPC is iterative, therefore the keyword list should be constantly growing and adapting
Conversion rate is nothing but to bring more visitors to your site. To increase the conversion rates you have to focus on following things
Write compelling content on your site that is relevant to the keyword or search query
Maintain a high degree of relevance between your ads and corresponding landing pages
The webpage should easy registering process, signing up for a newsletter or making a purchase
Check design of your landing page which should have right combination of color, layout and GUI to attract more customers
Off page optimization: It is the process of boosting your search engine ranking by getting external links pointing back to it
On page optimization: On page optimization directly deals with the content and structure of the website.
1.Do not link to any other site with bad page rank
2.Avoid Poison words, for example word “link”, when you hypertext this text to give the link to your site it becomes poison words
3.Avoid stealing text or imagesfrom other domains
4.Avoid re-directing users to another page through refresh meta-tags – don’t immediately send user or visitors to another page even before he or she clicked on the web page link
The characteristics of “bad links” are
* Links from sites that are unrelated to your sites
* Links from low Page Rank and Low traffic
* Links from link exchanges
* Links from those sites that are not in Google index
* Paid links
* Link from the same anchor texts coming from multiple sites
* Spammy links from blogs or articles.
a. Using banners and rich media to achieve brand awareness and encourage clickthrough to a target site (Ans: Opt-in E-mail marketing)
b .Renting lists or placing ads in third-party e-newsletters or the use of an in-house list for customer activation and retention. (Ans: Interactive advertising)
c .Online word of mouth – messages are forwarded to help achieve awareness and, in some case, drive response (Ans: Viral and social media marketing)
Conversion rate is nothing but to bring more visitors to your site. To increase the conversion rates you have to focus on following things
* Write compelling content on your site that is relevant to the keyword or search query
* Maintain a high degree of relevance between your ads and corresponding landing pages
* The webpage should easy registering process, signing up for a newsletter or making a purchase
* Check design of your landing page which should have right combination of color, layout and GUI to attract more customers
Pay Per Click also known as Cost Per Click, is a technique used to direct traffic to websites. In this technique, advertisers pay the publisher ( website owner or host of the website) when the ad is clicked. In other words, it is the amount spent to get an advertisement clicked.
a. high quality unique content
b. how to rank better in google search
c. adding more colourful infographics
d. all of the above
a. add an author biography
b. create a better navigation bar
c. add informative pictures
Google Adwords is the single most popular PPC advertising system in the world.It works on Pay per click model.
The AdWords platform enables the business to create ads that appear on Google search engine and their other properties.
a. By reviewing and categorising the content manually
b. By crawling the site using Googlebot
c. By looking over the information you submit to Google Search
a. add a meta tag to your HTML
b. add a link to google+ profile on the homepage of your site
c. use your Google Analytics or Google Tag Manager account
An effective PPC keyword should be
  • Relevant : List out the targeted keywords
  • Exhaustive : Apart from most popular keywords it should include the “long tail of search”
  • Expansive: PPC is iterative, therefore the keyword list should be constantly growing and adapting
Conversion rate is nothing but to bring more visitors to your site.  To increase the conversion rates you have to focus on following things
  • Write compelling content on your site that is relevant to the keyword or search query
  • Maintain a high degree of relevance between your ads and corresponding landing pages
  • The webpage should easy registering process, signing up for a newsletter or making a purchase
  • Check design of your landing page which should have right combination of color, layout and GUI to attract more customers
a. Search Marketing
b. Internet advertising
c. Permission-based email marketing
d. Social web marketing
a. Print advert
b. SEO
c. SEM
d. Email Marketing
a. Pay Per Click (PPC)
b. Search Engine Optimization (SEO)
c. Contextual Advertising
d. Digital Asset Optimization (DAO)
a. Opt-in email
b. Consent marketing
c. Spam
d. Opt-out email
In direct marketing campaign the advertiser is interested to targate the auidence who are most relevant to the business the mejor metric to consider in this type is conversion rate,which explain about ROI.most common campaign types are search network only,shopping campaign,Dynamic search ADS etc.
In Branding campaign an advertiser needs exposure of his brand on major site and applications.The most popular methods are display ads,Remarketing ,youtube ads and custom ads target
he digital marketing is divided into two segments, which are inbound marketing and outbound marketing. In inbound marketing, you can take help of social media in terms of content, e-books to get the maximum traffic on links. Whereas, outbound marketing encompassing emails, cold calls, placing ads or reach out targeted audience via digital mediums.
SEO signifies search engine optimization, which helps in increasing the visibility of blog, site or pages in Bling, Google and Yahoo. In a nutshell, it gets your ranking on the first pages of search results. For example: you are looking for a hotel in Kerala. You will type the keywords like hotels in Kerala, cheap places to stay in Kerala or best places to stay in Kerala. Keywords play a great role in SEO. After typing the keyword, you will come across several links on the first page, thus show the importance of being on first page.
It is the act of analyzing, selecting and researching the top keywords to allure traffic from search engines to your websites. Following are the areas for better page ranking:
Keywords in headlines
Keyword in meta tag
Keyword in website title
Keywords in web page content
SEO and PPC are a part of Digital marketing. SEO, PPC, Display media and content marketing are the tactics used to achieve goals like productivity, etc. You can’t do PPC or SEO without a content marketing strategy. Scores of factors go into this, the main point is how to use a strategy to drive a traffic immediately.
Crazy egg heatmaps
Submit Express Link popularity
XML sitemap generator
Keyword discovery
Favicon generator
StumbleUpon
Any backlink that disturbs the guidelines of Google is called as Bad link.
Links from those websites that are not in Google Index
Spam links from articles or blogs
Poor authority website
Penalized website
Links from low traffic
Most of the people go for Digital Marketing nowadays because of various benefits. The online tools for marketing is SEO, Hosting, and Web Development. The number of leads are extraordinary. One can reach many individuals online and set a worldwide target. Whereas the number of people who prefer reading newspapers, watching television, etc. is decreasing, comparatively.
To effectively increase traffic to your website focus on referring links and SEO. It will not only help one gain visitors but will also help in brand recognition. However, the most important factor is to focus on User Retention. For instance, getting a Moz link and receiving 10k visitors on the website is quite a good result. Though you must note that the conversion rate will be relatively low. However, the converted leads are certain to land on the website multiple times. But if you focus on retaining users, you will experience an increased conversion rate gained from those thousands of visits in a couple of months. By focusing on engaging the user, you can build a site where people will keep coming back.
The limitations of Digital Marketing are:
The products and services offered and promoted are not tangible, therefore, the customer cannot analyse the product before buying.
There is always an uncertainty as the authentication and quality of the products and services cannot be confirmed.
At times, products seen online may differ from the product delivered to the customer.

It is important to stay updated with the blogs, books, webinars, and podcasts to go for.
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