How are keywords utilized by search engines?
They are all that the search engine uses to rank pages 20.0%
The keywords are a brief description of what topics your site relates to 80.0%
They help the search engine decide how good your sites content is 0.0%
The keywords guarantee positioning 0.0%
How are Pay Per Click ad campaigns billed?
Everytime an ad is displayed it costs the company money 0.0%
Set monthly fee regardless of impressions or clicks 0.0%
Discounted based on length of commitment 0.0%
The customer pays each time their ad is clicked on, usually billed monthly 100.0%
How can a company profit from a podcast directly?
Pay another company to host it 0.0%
Charge for premium content 100.0%
Set up an affiliate link 0.0%
All podcasts are free, they can not be directly profitable 0.0%
How can a podcast be used to drive customers to a website?
By only hosting the podcast on the website 0.0%
By giving information on the podcast which gives the listener the desire to learn more, and directing them to the website for that information 100.0%
By making the podcast a premium one which costs money 0.0%
By telling the listeners that they need your product 0.0%
How can chat rooms bolster site traffic?
The competition can come to the chat and try to steal customers 0.0%
It gives the company a way to distance themselves from customers 0.0%
By having people talk positively about your company and by answering questions people may have in a non threatening, anonymous method 100.0%
It gives a way for customers to log complaints 0.0%
How can posting on other message boards help drive traffic to a company site?
You can steal away clients from other companies directly 0.0%
You can tell lies about competitors 25.0%
You can trump up claims of what your company does 0.0%
By becoming an expert on a subject and giving people information which demonstrates your company's knowledge and expertise 75.0%
How can supplemental materials be delivered to the podcast listener?
Embedded into the audio file 0.0%
Files can be made available for download along with the link to the podcast 100.0%
The listener has to go to a special site only during the podcast 0.0%
The listener must pay for any additional materials 0.0%
How can the signature block be used effectively?
Increases the length of the email making it seem more important 0.0%
Branding the firm and relaying information to the email recipient such as the company blog 100.0%
Guarantees further marketing success 0.0%
Expensive form of marketing 0.0%
How do firms typically budget once positive results are seen from their internet marketing campaign?
Decrease the overall budget 0.0%
Spend more on the methods which are not producing results 0.0%
Increase the budget and focus on those activities which are working 100.0%
Stop marketing 0.0%
How do listeners decide what is a worthwhile podcast to continually listen to?
High quality audio and high quality content 0.0%
If its funny 0.0%
Broad based podcasts with no general direction 25.0%
Having several hosts and a myriad of topics 75.0%
How important is content on a site when optimizing it?
Not important at all, does not factor in 0.0%
Mildly important to keep customers happy 0.0%
It is the only thing which creates a higher ranking in search engines 75.0%
Very important, new content especially 25.0%
How is click-through rate measured in an email campaign?
The number of emails which did not bounce back 0.0%
The number of people who click on a link in the email bringing the potential customer to your site 100.0%
The number of people who purchased a product or service from the email 0.0%
The number of people who replied to the email 0.0%
How is the "open rate" important?
It tells the company how many people clicked on the links in the email 0.0%
It lets the company know how many people bought a product 33.0%
It is the number of people who received the email 0.0%
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 66.0%
How is the pricing model of a click determined?
Standardized rate for the ad 0.0%
Google sets the price worldwide 0.0%
Ads always cost more in later months 0.0%
The more popular a search term, the more a customer will have to pay to use that term in his/her target keywords list 100.0%
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.
90 cents 0.0%
10 cents 100.0%
20 cents 0.0%
1 cent 0.0%
How should a company allocate its marketing budget among the various methods of internet marketing?
Depends on the company and what is most effective for its business 100.0%
Spread evenly among the methods chosen 0.0%
Haphazardly 0.0%
Spend most on email marketing 0.0%
What are meta tags?
The content of the site 0.0%
Embedded information about your website such as keywords 100.0%
Links to other sites 0.0%
Images on the site 0.0%
What are the four P's of marketing?
Placement, Production, Procurement, Procedures 75.0%
Product, Price, Placement, Promotion 25.0%
Position, Price, Production, Premature 0.0%
Product, Promotion, Procedures, Procurement 0.0%
What is "bounce rate" in terms of email marketing?
The percentage of emails sent to a list which are returned as undeliverable 100.0%
The percentage of repeat clients 0.0%
The percentage of people who receive an email and buy the product 0.0%
The percentage of people who click the links in an email 0.0%
What is "cost per action"?
Same as pay per click 0.0%
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 100.0%
A payment agreement where costs change depending on volume 0.0%
The product cost 0.0%
What is "cost per customer acquisition"?
The amount a company pays a customer to try their product 0.0%
The average cost of marketing spent per new customer 100.0%
The cost of marketing staff 0.0%
The cost to beat competitors 0.0%
What is a "call to action"?
Hoping the customer buys your product 0.0%
Recruiting new employees 0.0%
Creating a new ad campaign 0.0%
Using verbs to encourage people to take an action 100.0%
What is a "landing page"?
The page a potential customer sees when they click on your paid ad 100.0%
The main company website 0.0%
A page where the customer can buy the product 0.0%
Where the pay per click ads are created 0.0%
What is a "value proposition"?
The pricing of the product 0.0%
The same as a business plan 0.0%
A statement as to how the company will make more money 0.0%
A statement as to how the company adds value for customers 100.0%
What is a double opt in process?
Someone must email the firm twice to get on a list 0.0%
Someone must ask to be on your email list, and then verify by clicking a link they want to be on it 100.0%
Someone must email the firm twice to get off an email list 0.0%
Someone has to send an email confirming an online purchase 0.0%
What is a secondary reason to actively maintain a company blog, besides giving potential customers something to read?
It keeps the marketing staff busy in down times 0.0%
It impresses clients 0.0%
A well maintained blog will help increase page rank with search engines 100.0%
It makes the company seem larger than it is 0.0%
What is a site index?
A page which has a linkable outline of all of the pages on a website 100.0%
A site with only 1 page 0.0%
A site with special deals for purchasers 0.0%
A special ranking with search engines 0.0%
What is a trackback?
Same as a trademark 0.0%
A method of notification that somebody links to document/html 100.0%
When someone goes to your site because of your podcast 0.0%
A count of how many downloads your podcast has 0.0%
What is A/B testing?
Testing 2 products to see which is safer 0.0%
Using 2 versions of an ad, measuring results to see which one is more effective 100.0%
Testing 2 products to see which one sells more 0.0%
Using 2 versions of an ad to see which one has less bounce rate 0.0%
What is affiliate marketing?
Same as guerilla marketing 0.0%
Selling ad space on your site 0.0%
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 100.0%
Pay per click marketing 0.0%
What is an "impression"?
When a person buys a product from a site 0.0%
When your ad is displayed on a page online, not necessarily clicked on 100.0%
When an ad is clicked on 0.0%
When an ad makes an impression on a client 0.0%
What is an auto-responder?
A person who replies to all emails for the company 0.0%
An automatic email message sent to someone who takes an action such as submitting a form on a company website 75.0%
A method of direction communication with clients 25.0%
An email relay system 0.0%
What is an important step early on when forming a web marketing strategy?
Designing catchy ads 0.0%
Allocating a large budget to the project 75.0%
Identifying your customer base 25.0%
Hiring a consulting firm 0.0%
What is brand strategy?
Creating the image you want your company perceived as and marketing in a way that portrays that image to customers 100.0%
Strategy for reaching customers worldwide 0.0%
Creating a package that catches peoples eyes 0.0%
Creating an image that contradicts competitor's assertations 0.0%
What is meant by "guerilla marketing"?
Using resources such as time, energy and imagination rather than money to market 50.0%
Using advertising spots which utilize gorillas to capture the audience 0.0%
Having a large scale marketing budget 0.0%
Using television ads instead of web ads 50.0%
What is meant by "niche marketing"?
Targeting a broad based group of people 66.0%
Targeting a very specific demographic 33.0%
Advertising on the television 0.0%
Advertising only online 0.0%
What is meant by "viral marketing"?
Creating ads that users pay to watch 0.0%
Creating ad campaigns which are expensive and well produced 0.0%
Creating ad campaigns with a very narrow focus 0.0%
Creating ad campaigns which are inexpensive, gain massive popularity and become widely distributed 100.0%
What is meant by "web 2.0"?
The resurgence of internet companies with more interactive focus, such as blogging and social networking 100.0%
Any website which has survived the dot.com bust 0.0%
Sites made using new technology 0.0%
Internet companies who focus on retail sales 0.0%
What is meant by "white hat"?
When marketers show up for work wearing white hats 0.0%
Dishonest techniques for gaining higher rankings 0.0%
Ethical and honest methods of increasing page rankings 100.0%
Software used to increase rankings 0.0%
What is one advantage to using a purchased email list?
The firm selling them often makes up fake email addresss 0.0%
Large quantity of email addresses and markets otherwise not reached 0.0%
The bounce rate is very low 0.0%
It is targeted at your potential customers 100.0%
What is one unfavorable trait sometimes seen in affiliate marketing?
The cost is low 0.0%
It brings additional traffic to a site 0.0%
Affiliates will use unethical techniques to drive customers in hopes of earning a commission 100.0%
It is only paid for based on successful selling 0.0%
What is search engine optimization?
Paying for placement on a search engine results page 0.0%
Building a site which has the qualities that search engines look for, which will ultimately get the site a high rank in the listings 100.0%
Optimization of a site so it gets more affiliate revenue 0.0%
Selling memberships to the site 0.0%
What is the "active voice" style of writing ads?
Using "you" and not "I" or "we" – directing wording towards the customer 100.0%
Writing in the first person 0.0%
Writing in the third person 0.0%
Speaking omnisciently 0.0%
What is the best way to make internet marketing effective?
Focus on one specific technique such as direct email 100.0%
Use a myriad of methods online 0.0%
Spend a lot of money on it 0.0%
Use email marketing first 0.0%
What is the formula for calculating cost per customer acquisition?
Marketing spent on television divided by the number of new customers 0.0%
Sales divided by customers 0.0%
Total marketing budget divided by all customers ever 0.0%
Total marketing budget for a specific period divided by the number of new customers for that same period 100.0%
What is the primary goal of web marketing?
To give the target market an ad like they would see on TV 33.0%
To sell customers on the spot 0.0%
To earn affiliate income 0.0%
To drive potential customers to the company website 66.0%
What is the purpose of a traditional press release?
It acts as a direct marketing sales tool 0.0%
It can be mailed out to potential clients 0.0%
It announces company information to a widely dispersed group of people 100.0%
It target markets to internet users 0.0%
What is the purpose of having a special landing page for a PPC ad?
It costs less if done that way 0.0%
It gives the potential to have mixed messages on the site 33.0%
Statistics can be gathered on the page, as well as special offers can be shown to the ad clicker 66.0%
Customers expect it 0.0%
What is the purpose of sending a monthly newsletter?
It creates work for employees at the company 0.0%
It builds branding, creates awareness and a connection with potential clients 66.0%
It gives people a chance to opt out of ever talking to your company again 33.0%
Required by law 0.0%
What should a company do once it achieves its search engine ranking goals?
Stop promoting the site 0.0%
Constantly monitor and improve their site in order to maintain their ranking 100.0%
Revise the site once in awhile 0.0%
Sell advertising on their site 0.0%
What type of income statement items are marketing expenses?
Variable Cost 0.0%
Fixed Cost 0.0%
Revenue 0.0%
Cost of Good Sold 100.0%
Which 3 industries are the largest users of affiliate marketing?
Prescription drugs, electronics, child products 100.0%
Gambling, adult, retail 0.0%
Retail outlets, bakeries, beverage 0.0%
Computer equipment, auto manufacturers, construction 0.0%
Which of the following are podcasts least likely to target?
Sales 20.0%
Branding 0.0%
Customer loyalty 60.0%
Content delivery 20.0%
Which of the following can negatively impact a site's ranking in search results?
Excessive link exchanging 28.0%
Static content 0.0%
Using automated programs or services to create links to your site 71.0%
Contact Us Page 0.0%
Which of the following would not be effective in headline writing?
Using words that draw attention 0.0%
Using words that people may search for 0.0%
Using small words which take up space and do not add value 100.0%
Using words such as "new, exciting, special offer" 0.0%
Who regulates affiliate marketing?
No one currently 25.0%
SEC 0.0%
IRS 0.0%
Internet Affiliate Board 75.0%
Who was one of the original widely known affiliate marketers?
Ebay 0.0%
AT&T 0.0%
WorldCom 0.0%
Amazon 100.0%
Why are affiliates not the same as having a sales force?
The affiliates are virtual 0.0%
The affiliates can be based anywhere in the world 0.0%
The affiliate only drives traffic, they do not necessarily convert them to sales 80.0%
The affiliates have limited availability 20.0%
Why are purchased email lists typically ineffective?
They are too expensive 0.0%
They distribute an email to far more people than the company has in its contacts 0.0%
They make up fake emails to sell 100.0%
They are not targeted at customers specific to your company and have high bounce rates 0.0%
Why has web marketing become a popular form of marketing?
It is much cheaper than other forms and often more effective 100.0%
Television advertising is being offered less 0.0%
It is easier than traditional marketing 0.0%
It has been heavily advertised 0.0%
Why has web marketing become the primary method of marketing for some companies?
It is more effective than anything else for all companies 33.0%
It is inexpensive compared to other methods 66.0%
It reaches a broad based audience 0.0%
It guarantees increased sales 0.0%
Why have social networking sites become a popular method of internet marketing?
They are free and easy to use 40.0%
They guarantee more traffic to your site 0.0%
Ease of use, large number of users, easy to target specific demographics 60.0%
They are a passing trend 0.0%
Why is affiliate marketing a favorable form of marketing?
It is inexpensive 0.0%
Nothing is paid unless there is a sale resulting from the affiliate's efforts 66.0%
It guarantees increased sales 33.0%
It is complex so not many people utilize it 0.0%
Why is it important to fine tune the timing of the ad and keywords used?
It costs less in later hours 0.0%
To be sure to spend more money on marketing 33.0%
Required by law 0.0%
To carefully target the customer base desired, not wasting impressions and clicks 66.0%
Why is it important to set daily maximum budgets for pay per clicks ad campaigns?
It helps with ad placement 0.0%
It is required 0.0%
It helps drive affiliate sales 0.0%
Costs of clicked links can add up quickly if not limited 100.0%
Why is reciprocal linking becoming an important way to reach potential clients?
Visitors to other sites of a similar nature to yours are likely to click on links to bring them to your site 66.0%
It creates an income stream 0.0%
It is the easiest way to create traffic 0.0%
It builds goodwill 33.0%
Why is the subject line of any email campaign important?
It gives the person an opportunity to delete the email before reading it 0.0%
It is all the receiver sees besides the email address until they open the email 100.0%
It lets the receiver know they are about to be sold something 0.0%
Why would a company hire internet marketing specialists if marketing is relatively easy to do online?
It reduces taxable profits 0.0%
To get a second opinion 0.0%
Creates goodwill 0.0%
Hired experts can drive the best results of campaigns and help guide the company in its marketing 100.0%
Why would a company possibly want to spend more on PPC early on?
It costs less early on 0.0%
To drive traffic to their site and increase awareness 100.0%
To let the competition know they are serious 0.0%
To sell more products 0.0%
Why would a firm employ guerilla web marketing?
It is guaranteed to work 0.0%
It allows greater flexibility 0.0%
It gives the firm more control over its marketing budget 100.0%
It is unconventional and can often leave a lasting impression on potential customers 0.0%