Digital marketing is a vast field and the type of digital marketing interview questions you can expect or it can vary on the basis of position type, like a different set of questions for content development and marketing, SEO & SEM, Social media marketing, Brand management or a PR position.
Following are the best digital marketing interview questions and the basics of digital marketing, You should know :
1. What is Digital Marketing?
Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Digital Marketing is a way to promote a product or brand via one of the electronic media. It includes various techniques like SEM, SEO and link building.
2. What are the types of Digital Marketing?
>Search engine marketing
>Search engine optimization
>Social media marketing
3. How can you categorize Digital marketing?
The two segments of digital marketing are
- Inbound marketing
- Outbound Marketing
4. Define SEO?
SEO-Search engine optimization is the process used to increase the number of visitors to a website. It will improve the way the content is ranked by the search engine which includes Google, Yahoo, Bing etc.
5. What is a keyword in digital marketing? How important is it for SEO?
A keyword is a word that visitor enters into a search engine to find the needed information.
6. List the key area where you can use keywords to optimize the site ranking?
To get better page ranking you must use keywords in following areas
- In Website URL
- In Website title
- In Meta tag
- In page content
- In body text
- In headlines
7. What is Inbound Marketing?
Inbound marketing uses social media, webinars or e-letters and digital content in an e-book to increase the number of clicks on links.
8. What is Outbound Marketing?
Outbound marketing includes cold-calls, e-mails, placing ads to reach out to customers through digital media.
9. List the approach for effective Pay Per Click Campaign?
Add More relevant keyword
Improve Click-through Rate (CTR) by splitting Ad groups
Review underperforming keywords
Add negative keywords
10. List top 5 online marketing tools?
11. What is on-page optimization?
On-page optimization deals with the content and structure of the website or a blog.
12. What is off-page optimization?
Off-page, optimization is used to increase your search engine ranking by getting high-quality external links pointing back to it.
13. List the advantages of Digital Marketing?
Easy to measure
High conversion rates
14. What is PPC?
Pay per click (PPC) also known as Cost per click. In this technique, the advertiser pays the publisher (website owner) when the ads are clicked.
Now, my personal opinion is to practice a little before trying to any industry. You can either practice with your own blog or website or product or join as an intern with some big firm.
15. Origin of Digital Marketing?
The origin of digital marketing can be traced to 1994 when the first banner ad appeared on the first commercial web magazine, hot wired (now wired.com).
16. What is P-O-E-M Framework?
The P-O-E-M framework is a good framework that helps you organize your digital marketing strategy is Paid, Owned and Earned Media.
Paid media includes sponsored advertisements in different channels of digital marketing such as search engines, websites, facebook, linkedIn, and Twitter.
Owned Media is an asset to the company i.e, the company has the ownership of these media. It includes company’s official website, microsite, and social media pages such as Facebook Page, LinkedIn Page, YouTube channel and Twitter Handle.
Earned Media is organic and unpaid. It includes publicity that generated through recommendations and word of mouth. It also includes social media engagement such a likes, shares, comments, replies, retweets, favorites, etc.
17. Key Points of Digital Marketing Plan
The head of digital marketing is responsible to create a digital marketing plan which outlines the objectives, target audience profile, content strategy, channel strategy, budget, and measurement.
- Buyer Personas: Who-What-Why
18. What is Concept of Display Advertising?
Display advertising refers to the act of communicating the advertising message using visually rich media. The main objective of display advertising is to build brand image. The first step in building brand image is to create awareness. Display advertising is very powerful in creating awareness as it is a push medium, and hence can be shown on websites with huge traffic to reach maximum users.
19. What are the Mediums of Display Advertising Media?
- Print Media
- Digital Advertisements include ads served both via mobile and website.
20. What are Unique Users?
Unique users are distinct individual users who have visited a particular website. The number is tracked based on either the cookie ID of the browser or the IP Adress of the device from which a user browses the website.
21. How Cookie Works?
Whenever someone opens a website for the first time, a cookie is stored in the browser of the device they are using, From then on, no matter how many ever times they open the website during a period from the same browser and device, they will not be counted as a new unique user.
However, if they use a different browser on the same device or if they use a different device altogether, again a cookie will be stored in the new browser of the device and they will be counted as unique visitors.
22. What are Page Views?
Whenever an individual visits a new page on a website, it is considered as a page view. The visit may be by a repeat audience or by a first time visitor to the website.
23. What is Ad Impressions?
An ad impression is recorded whenever an ad is displayed on the user’s screen through your website. It is simply the number of times an ad is displayed.
24. What are Clicks?
A click as counted whenever a user clicks on an ad. Upon clicking, It redirects the user to the landing page.
25. What is CTR ( Click Through Rate)?
Click through rate (CTR) is the total number of clicks divided by the total number of impressions. CTR is often expressed as a percentage. Mathematically,
CTR = Clicks/Impressions x 100
26. Types of Display Ads
Display ads can be classified into different types based on two factors, namely size and format.
- Image Ads
- Rich Media Ads
- Video Ads
Display Ad Size
- Medium Rectangle – 350×250 px
- Large Rectangle – 336x 80 px
- Leaderboard – 728×90 px
- Half Page – 300×600 px
- Large Format Ads – 320×100
- Skinning/ Takeover Ads
27. What are the Buying Models in Display Advertising?
There are mainly four different pricing models for display ads. The user has to carefully decide which model is most appropriate for him/her based on the campaign goals.
- Cost per Click -CPC
- Cost per Milli – CPM
- Cost per Lead – CPL
- Cost per Acquisition – CPA
28. What is CPC?
Cost per click is the amount the users are willing to pay for a click on their ads. CPC is used solely to drive traffic to the advertiser’s website. They are comparatively less risky because, as an advertiser, you only must pay when someone clicks on your ad.
29. What is CPM?
Cost per Milli, also known as cost per thousand impressions is the amount the advertiser must pay for every thousand impressions served. The CPM model mainly used for brand building purposes.
30. What is Cost per Lead?
CPL is the amount you pay as an advertiser for acquiring a lead. Lead is an intermediate action before final purchase. It is a micro-conversion, it could be a sign-up, download of a brochure, subscription etc.
31. What is Cost per Acquisition?
CPA is the amount you pay, as an advertiser for acquiring a customer who buys your product or services. It typically means the cost of customer acquisition. The model is mainly used to drive online transaction and is risk-free as you only pay when the user buys.
32. What are the Display Media Plan Aspects?
Marketers should prepare a display media plan which must include the following aspects:
- Ad Size
33. What are the Types of Targeting in Display Advertising?
Reaching to the right audience is extremely important for the success of the display advertising campaign. Following are the 8 types of targeting in display advertising:
- Contextual Targeting
- Placement Targeting
- Interest Categories
- Geographic and language Tagging
- Ad Scheduling & Frequency Capping
34. What Makes a Good Ad?
Good creative is very important for display campaigns. CTR is higher for creative ads. Following are the points to make a creative ad:
- Strong CTA: Ad should have a strong call to action.
- Include Price: If the price is your advantage.
- Aesthetics: Experiment with fonts, images, colors.
- Unique Selling Proposition: Communicate one unique benefit strongly.
- Show Two Ads with two Offers to the target audience.
35. What Are LSI Keywords?
LSI Keywords are essentially keywords related to the keyword that you search for on search engines such as Google. In short, they are keywords that are related to your main term. They help support your content and give it more context for both the search engines and your users.
36. What is latent semantic indexing used for?
Latent semantic indexing (LSI) is an indexing and retrieval method that uses a mathematical technique called singular value decomposition (SVD) to identify patterns in the relationships between the terms and concepts contained in an unstructured collection of text.
37. What is Latent Semantic Indexing in SEO?
Latent Semantic Indexing (LSI) is a mathematical method used to determine the relationship between terms and concepts in content. The contents of a webpage are crawled by a search engine and the most common words and phrases are collated and identified as the keywords for the page.
38. What are DoFollow Links?
By default, all links are dofollow links unless they are modified to be nofollow links manually or are automatically changed by a website setting.
Search engines crawlers follow dofollow links. In other words, they continue to crawl other pages they discover through standard links.
Dofollow links pass along what the SEO community commonly calls “link juice.” Links are a vote for quality.
39. What Are NoFollow Links?
Nofollow links have a bit of code that asks search engines to not crawl them or count them as votes of quality. Sometimes you may not be able to vouch for all links on your website, especially if they are user submitted or links to advertisements.
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40. What is Robots.txt?
Robots.txt is a file on a website that instructs search engine crawlers which parts of the site should not be accessed by search engine bot programs. Robots.txt is a plain text file but uses special commands and syntax for web crawlers. Though not officially standardized, robots.txt is generally followed by all search engines.
41. What is Sitemap.xml?
A site map (or sitemap) is a list of pages of a web site accessible to crawlers or users. It can be either a document in any form used as a planning tool for Web design or a Web page that lists the pages on a Web site, typically organized in hierarchical fashion.
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