Upwork Internet Marketing Test Answers of 2016

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Question:* What is a double opt in process?

Answer: • Someone must ask to be on your email list, and then verify by clicking a link they want to be on it

Question:* What is brand strategy?

Answer: • Creating the image you want your company perceived as and marketing in a way that portrays that image to customers

Question:* What is a “landing page”?

Answer:• The page a potential customer sees when they click on your paid ad

Question:* How can the signature block be used effectively?

Answer:• Branding the firm and relaying information to the email recipient such as the company blog

Question:* What is affiliate marketing?

Answer: • When a 3rd party helps market your business, and in turn you pay them a commission based on sales as a result of their efforts

Question:* What is the purpose of sending a monthly newsletter?

Answer: • It builds branding, creates awareness and a connection with potential clients

Question:* What is one advantage to using a purchased email list?

Answer: • It is targeted at your potential customers

  

Question:* What is “cost per action”?

Answer:• A payment agreement where a specific action creates a payable event for the affiliate, such as a click, a purchase, a number of page views

  

Question:* Why have social networking sites become a popular method of internet marketing?

Answer: • Ease of use, large number of users, easy to target specific demographics

Question:* Who was one of the original widely known affiliate marketers?

Answer: • Amazon

Question:* What is search engine optimization?

Answer:• Building a site which has the qualities that search engines look for, which will ultimately get the site a high rank in the listings

Question:* What is an auto-responder?

Answer:• An automatic email message sent to someone who takes an action such as submitting a form on a company website

Question:* What should a company do once it achieves its search engine ranking goals?

Answer:• Constantly monitor and improve their site in order to maintain their ranking

Question:* What is an important step early on when forming a web marketing strategy?

Answer:• Allocating a large budget to the project

  

Question:* What type of income statement items are marketing expenses?

Answer:• Cost of Good Sold

Question:* Which of the following are podcasts least likely to target?

Answer: • Customer loyalty

Question:* What is the purpose of a traditional press release?

Answer: • It announces company information to a widely dispersed group of people

Question:* What is an “impression”?

Answer:• When your ad is displayed on a page online, not necessarily clicked on

Question:* What is “bounce rate” in terms of email marketing?

Answer:• The percentage of emails sent to a list which are returned as undeliverable

Question:* How is the “open rate” important?

Answer:• It is the number of people who actually opened the email sent to them, giving the company insight into how effective the email marketing campaign was

Question:* What is the formula for calculating cost per customer acquisition?

Answer:• Total marketing budget for a specific period divided by the number of new customers for that same period

Question:* Why is the subject line of any email campaign important?

Answer:• It is all the receiver sees besides the email address until they open the email

Question:* What are the four P’s of marketing?

Answer:• Placement, Production, Procurement, Procedures

Question:* How should a company allocate its marketing budget among the various methods of internet marketing?

Answer:• Depends on the company and what is most effective for its business

Question:* What is meant by “niche marketing”?

Answer:• Targeting a broad based group of people

Question:* How important is content on a site when optimizing it?

Answer:• It is the only thing which creates a higher ranking in search engines

Question:* How are keywords utilized by search engines?

Answer:• The keywords are a brief description of what topics your site relates to 

Question:* What is the purpose of having a special landing page for a PPC ad?

Answer:• Statistics can be gathered on the page, as well as special offers can be shown to the ad clicker 

Question:* Why has web marketing become a popular form of marketing?

Answer:• It is much cheaper than other forms and often more effective

Question:* What is meant by “white hat”?

Answer: • Ethical and honest methods of increasing page rankings 

Question:* What is the primary goal of web marketing?

Answer:• To drive potential customers to the company website 

Question:* How can a company profit from a podcast directly?

Answer: • Charge for premium content 

Question:* Why are affiliates not the same as having a sales force?

Answer:• The affiliate only drives traffic, they do not necessarily convert them to sales 

Question:* What is a secondary reason to actively maintain a company blog, besides giving potential customers something to read?

Answer: • A well maintained blog will help increase page rank with search engines 

Question:* Which of the following can negatively impact a site’s ranking in search results?

Answer:• Using automated programs or services to create links to your site 

Question:* What is a site index?

Answer:• A page which has a linkable outline of all of the pages on a website 

Question:* How is click-through rate measured in an email campaign?

Answer:• The number of people who click on a link in the email bringing the potential customer to your site 

Question:* How do firms typically budget once positive results are seen from their internet marketing campaign?

Answer:• Increase the budget and focus on those activities which are working 

Question:* What is a trackback?

Answer:• A method of notification that somebody links to document/html 

Question:* What is the best way to make internet marketing effective?

Answer:• Focus on one specific technique such as direct email

Question:* What is a “value proposition”?

Answer:• A statement as to how the company adds value for customers 

Question:* Why is reciprocal linking becoming an important way to reach potential clients?

Answer:• Visitors to other sites of a similar nature to yours are likely to click on links to bring them to your site 

Question:* How much would a company pay for the given example: Ad displays 20 times, 2 users click the ad, cost per click is 5 cents?

Answer:• 10 cents 

Question:* What is a “call to action”?

Answer:• Using verbs to encourage people to take an action 

Question:* What is meant by “guerilla marketing”?

Answer:• Using resources such as time, energy and imagination rather than money to market 

Question:* Why would a company hire internet marketing specialists if marketing is relatively easy to do online?

Answer:• Hired experts can drive the best results of campaigns and help guide the company in its marketing

Question:* What is A/B testing?

Answer:• Using 2 versions of an ad, measuring results to see which one is more effective

Question:* Why is it important to set daily maximum budgets for pay per clicks ad campaigns?

Answer:• Costs of clicked links can add up quickly if not limited

Question:* Which 3 industries are the largest users of affiliate marketing?

Answer:• Prescription drugs, electronics, child products

Question:* Why has web marketing become the primary method of marketing for some companies?

Answer:• It is inexpensive compared to other methods

Question:* How can posting on other message boards help drive traffic to a company site?

Answer:• By becoming an expert on a subject and giving people information which demonstrates your company’s knowledge and expertise

Question:* What are meta tags?

Answer:• Embedded information about your website such as keywords

Question:* How is the pricing model of a click determined?

Answer:• The more popular a search term, the more a customer will have to pay to use that term in his/her target keywords list

Question:* Why would a company possibly want to spend more on PPC early on?

Answer:• To drive traffic to their site and increase awareness

Question:* How do listeners decide what is a worthwhile podcast to continually listen to?

Answer: • Having several hosts and a myriad of topics

Question:* Who regulates affiliate marketing?

Answer:• Internet Affiliate Board

Question:* What is meant by “viral marketing”?

Answer:• Creating ad campaigns which are inexpensive, gain massive popularity and become widely distributed

Question:* Why would a firm employ guerilla web marketing?

Answer:• It gives the firm more control over its marketing budget

Question:* How can supplemental materials be delivered to the podcast listener?

Answer:• Files can be made available for download along with the link to the podcast

Question:* What is “cost per customer acquisition”?

Answer:• The average cost of marketing spent per new customer

Question:* Why are purchased email lists typically ineffective?

Answer:• They make up fake emails to sell

Question:* What is one unfavorable trait sometimes seen in affiliate marketing?

Answer:• Affiliates will use unethical techniques to drive customers in hopes of earning a commission

Question:* Why is it important to fine tune the timing of the ad and keywords used?

Answer:• To carefully target the customer base desired, not wasting impressions and clicks

Question:* Which of the following would not be effective in headline writing?

Answer:• Using small words which take up space and do not add value

Question:* What is the “active voice” style of writing ads?

Answer:• Using “you” and not “I” or “we” – directing wording towards the customer

Question:* How can a podcast be used to drive customers to a website?

Answer:• By giving information on the podcast which gives the listener the desire to learn more, and directing them to the website for that information

Question:* How can chat rooms bolster site traffic?

Answer:• By having people talk positively about your company and by answering questions people may have in a non threatening, anonymous method

Question:* What is meant by “web 2.0”?

Answer:• The resurgence of internet companies with more interactive focus, such as blogging and social networking

Question:* Why is affiliate marketing a favorable form of marketing?

Answer:• Nothing is paid unless there is a sale resulting from the affiliate’s efforts

Question:* How are Pay Per Click ad campaigns billed?

Answer:• The customer pays each time their ad is clicked on, usually billed monthly