Upwork Test Answers of Internet Marketing Skill Test
Question: 01
Why would a company possibly want to spend more on PPC early on?

a. It costs less early on
b. To drive traffic to their site and increase awareness
c. To let the competition know they are serious
d. To sell more products
Answer: b.

Question: 02
Why is affiliate marketing a favorable from of marketing?
a. It is inexpensive.
b. Nothing is paid unless there is a sale resulting from the affiliate’s efforts.
c. It guarantees increased sales
d. It is complex so not many people utilize it
Answer: c.

Question: 03
Who regulates affiliate marketing?
a. No one currently
b. SEC
c. IRS
d. Internet Affiliate Board
Answer: a.

Question: 04
What is meant by “niche marketing”?
a. Targeting a broad based group of people
b. Targeting a very specific demographic
c. Advertising on the television
d. Advertising only online
Answer: a.

Question: 05
How can a podcast be used to drive customers to a website?
a. By only hosting the podcast on the website
b. By giving information on the podcast which gives the listener the desire to learn more, and directing them to the website for that information
c. By making the podcast a premium one which costs money
d. By telling the listeners that they need your product
Answer: d.

Question: 06
What is “cost per customer acquisition”?
a. The amount a company pays a customer to try their product
b. The average cost of marketing spent per new customer
c. The cost of marketing staff
d. The cost to beat competitors
Answer: a. and b.

Question: 07
How can supplemental materials be delivered to the podcast listener?
a. Embedded into the audio file
b. Files can be made available for download along with the link to the podcast
c. The listener has to go to a special site only during the podcast
d. The listener must pay for any additional materials
Answer: a. c. and d.

Question: 08
How is click-through rate measured in an email campaign?
a. The number of emails which did not bounce back
b. The number of people who click on a link in the email bringing the potential customer to your site
c. The number of people who purchased a product or service from the email
d. The number of people who replied to the email
Answer: b.

Question: 09
What is a "value proposition"?
a. The pricing of the product
b. The same as a business plan
c. A statement as to how the company will make more money
d. A statement as to how the company adds value for customers
Answer: a. and d.

Question: 10
How important is content on a site when optimizing it?
a. Not important at all, does not factor in
b. Mildly important to keep customers happy
c. It is the only thing which creates a higher ranking in search engines
d. Very important, new content especially
Answer: c.

Question: 11
What is a trackback?
a. Same as a trademark
b. A method of notification that somebody links to document/html
c. When someone goes to your site because of your podcast
d. A count of how many downloads your podcast has
Answer: b. and d.

Question: 12
Which of the following would not be effective in headline writing?
a. Using words that draw attention
b. Using words that people may search for
c. Using small words which take up space and do not add value
d. Using words such as “new, exciting, special offer”
Answer: c.

Question: 13
What should a company do once it achieves its search engine ranking goals?
a. Stop promoting site
b. Constantly monitor and improve their site in order to maintain their ranking
c. Revise the site once in awhile
d. Sell advertising on their site
Answer: b. and d.

Question: 14
Why would a firm employ guerilla web marketing?
a. It is guaranteed to work
b. It allows greater flexibility
c. It gives the firm more control over its marketing budget.
d. It is unconventional and can often leave a lasting impression on potential customers
Answer: c.

Question: 15
Why would a firm employ guerilla web marketing?
a. It is guaranteed to work
b. It allows greater flexibility
c. Its gives the firm more control over its marketing budget
d. It is unconventional and can often leave a lasting impression on potential customers
Answer: c.

Question: 16
What is meant by “White hat”?
a. When marketers show up for work wearing white hats.
b. Dishonest techniques for gaining higher rankings.
c. Ethical and honest methods of increasing page rankings.
d. Software used to increase rankings.   
Answer: a. and c.

Question: 17
Why are purchased email lists typically ineffective?
a. They are too expensive
b. They distribute an email to far more people than the company has its contacts
c. They make up fake emails to sell
d. They are not targeted at customers specific to your company and have high bounce rate.  
Answer: b. and c.

Question: 18
Why has web marketing become a popular form of marketing?
a. It is much cheaper than other forms and often more effective
b. Television advertising is being offered less
c. It is easier than traditional marketing
d. It has been heavily advertised
Answer: d.

Question: 19
What is one unfavorable trait sometimes seen in affiliate marketing?
a. The cost is low
b. It brings additional traffic to a site
c. Affiliates will use unethical techniques to drive customers in hopes of earning a commission
d. It is only paid for based on successful selling
Answer: b. and c.

Question: 20
Why would a company hire internet marketing specialists if marketing is relatively easy to do online?
a. It reduces taxable profits
b. To get a second opinion
c. Creates goodwill
d. Hired experts can drive the best results of campaigns and help guide the company in its marketing
Answer: d.

Question: 21
What is a secondary reason to actively maintain a company blog, besides giving potential customers something to read?
a. It keeps the marketing staff busy in down times
b. It impresses clients
c. A well maintained blog will help increase page rank with search engines
d. It makes the company seem larger than it is
Answer:  b. and c.

Question: 22
What is the purpose of a traditional press release?
a. It acts as a direct marketing sales tool
b. It can be mailed out to potential clients
c. It announces company information to a widely dispersed group of people
d. It target markets to internet users
Answer: c. and d.

Question: 23
What is the purpose of sending a monthly newsletter?
a. It creates work for employees at the company
b. It builds branding creates awareness and connection with potential clients
c. It gives people a chance to opt out of ever talking to your company again
d. Required by law
Answer: b. and c.

Question: 24
What is meant by "guerilla marketing"?
a. Using resources such as time, energy and imagination rather than money to market
b. Using advertising spots which utilize gorillas to capture the audience
c. Having a large scale marketing budget
d. Using television ads instead of web ads
Answer: a.

Question: 25
What is an auto-responder?
a. A person who replaces to all emails for the company
b. An automatic email message sent to someone who takes an action such as submitting a form on a company website
c. A method of direction communication with clients
d. An email relay system
Answer: b. and c.

Question: 26
Why is it important to fine tune the timing of the ad and keywords used?
a. It costs less in later hours
b. To be sure to spend more money on marketing
c. Required by law
d. To carefully target the customer base desired, not wasting impressions and clicks
Answer: d.

Question: 27
What is the “active voice” style of writing ads?
a. Using “you” and not “I” or “we”- directing wording towards the customer
b. Writing in the first person
c. Writing in the third person
d. Speaking omnisciently
Answer: c.

Question: 28
What is a double opt in process?
a. Someone must email the firm twice to get on a list
b. Someone must ask to be on your email list, and then verify by clicking a link they want to be on it
c. Someone must email the firm twice to get off an email list
d. Someone has to send an email confirming an online purchase
Answer: b.

Question: 29
How do listeners decide what is a worthwhile podcast to continually listen to?
a. High quality audio and high quality content
b. If it’s funny
c. Broad based podcasts with no general direction
d. Having several hosts and a myriad of topics
Answer: d.

Question: 30
Why is the subject line of any email campaign important?
a. It gives the person an opportunity to delete the email before reading it
b. It is all the receiver sees besides the email address until they open the email
c. It let the receiver know they are about to be sold something
Answer: b.

Question: 31
How is the “open rate” important?
a. It tells the company how many people clicked on the links in the email
b. It lets the company know how many people bought a product
c. It is the number of people who received the mail
d. It is the number of people who actually opened the email sent to them, giving the company insight in to how effective the email marketing campaign was
Answer: b. and d.

Question: 32
Why are affiliates not the same as having a sales force?
a. The affiliates are virtual
b. The affiliates can be based anywhere in the world
c. The affiliate only drives traffic, they do not necessarily convert them to sales
d. The affiliates have limited availability
Answer: d.

Question: 33
How is the pricing model of a click determined?
a. Standardized rate for the ad
b. Google sets the price worldwide
c. Ads always cost more in later months
d. The more popular a search term the more a customer will have to pay to use that term in his/her target keywords list
Answer: b. and d.

Question: 34
What is the formula for calculating cost per customer acquisition?
a. Marketing spent on television divided by the number of new customers
b. Sales divided by customers
c. Total marketing budget divided by all customers ever
d. Total marketing budget for a specific period divided by the number of new customers for that same period
Answer: d.

Question: 35
How much a company pay for the given example: Ad displays 20 times, 2 users click the ad, cost per click is 5 cents.
a. 90 cents
b. 10 cents
c. 20 cents
d. 1 cents
Answer: b.

Question: 36
What is “cost per action”?
a. Same as pay per click
b. 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
c. A payment agreement where costs change depending on volume
d. The product cost
Answer: a. and b.

Question: 37
What is an “impression”?
a. When a person buys a product from a site
b. When your ad is displayed on a page online, not necessarily clicked on
c. When an ad is clicked on when an ad on
d. When an ad makes an impression on a client
Answer: b. and c.

Question: 38
Which of the following is valuable in increasing a page rank?
a. Paying for placement
b. Static content
c. Quantity of links from other highly ranked pages to your site
d. No contact information
Answer: c.

Question: 39
What is meant by “web 2.0”?
a. The resurgence of internet companies with more interactive focus, such as blogging and social networking
b. Any website which has survived the dot com bust
c. Sites made using new technology
d. Internet companies who focus on retail sales
Answer: a. and d.

Question: 40
Which of the following are podcasts least likely to target?
a. Sales
b. Branding
c. Customer loyalty
d. Customer delivery
Answer: a.

Question: 41
What is A/B testing?
a. Testing two products to see which one sells more.
b. Using two version of an ad, measuring results to see which one is more effective.
c. Testing 2 products to see which one sells more.
d. Using 2 version of an ad to see which one has less bounce rate.
Answer: b. and d.

Question: 42
Why is it important to set daily maximum budgets for pay per click ad campaigns?
a. It helps with ad placements.
b. It is required.
c. It helps drive affiliate sale.
d. Costs of clicked links can add up quickly if not limited.
Answer: a. and d.

Question: 43
How should a company allocate its marketing budget among the various methods of internet marketing?
a. Depends on the company and what is most effective for its business
b. Spread evenly among the methods chosen
c. Haphazardly
d. Spent most on email marketing
Answer: a.

Question: 44
What is meant by "viral marketing"?
a. Creating ads that users pay to watch
b. Creating ad campaigns which are expensive and well produced
c. Creating ad campaigns with a very narrow focus
d. creating ad campaigns which are inexpensive, gain massive popularity and become widely distributed.
Answer: d.

Question: 45
How can a company profit from a podcast directly?
a. Pay another company to host it
b. Charge for premium content
c. Set up an affiliate link
d. All podcasts are free, they can not be directly profitable
Answer: d.

Question: 46
What is one advantage to using a purchased email list?
a. The firm selling them often makes up fake email address
b. Large quantity of email addresses and markets otherwise not reached
c. The bounce rate is very low
d. It is targeted at your potential customers
Answer: d.

Question: 47
What are the four P's of marketing?
a. Placement, Production, Procurement, Procedures
b. Product, Price, Placement, Promotion
c. Position, Price, Production, Premature
d. Product, Promotion, Procedures, Procurement
Answer: b. and d.

Question: 48
Why is reciprocal linking becoming an important way to reach potential clients?
a. Visitors to other sites of a similar nature to yours are likely to click on links to bring them to your site
b. It creates an income stream
c. It is the easiest way to create traffic
d. It builds goodwill
Answer: a.

Question: 49
Who was one of the original widely known affiliate marketers?
a. Ebay
b. AT&T
c. WorldCom
d. Amazon
Answer: a. and d.

Question: 50
What is an important step early on when forming a web marketing strategy?
a. Designing catchy ads
b. Allocating a large budget to the project   
c. Identifying your customer base
d. Hiring a consulting firm
Answer: c. and d.

Question: 51
How are keywords utilized by search engines?
a. They are all that the search engine uses to rank pages   
b. The keywords are a brief description of what topics your site relates to
c. They help the search engine decide how good your sites content is
d. The keywords guarantee positioning
Answer: b.

Question: 52
What is a site index?
a. A page which has a linkable outline of all of the pages on a website
c. A site with special deals for purchasers
d. A special ranking with search engines
Answer: a.

Question: 53
What is brand strategy?
a. Creating the image you want your company perceived as and marketing in a way that portrays that image to customers
b. Strategy for reaching customers worldwide
c. Creating a package that catches peoples eyes
d. Creating an image that contradicts competitor's assertations
Answer: a.

Question: 54
What is a "landing page"?
a. The page a potential customer sees when they click on your paid ad
b. The main company website
c. A page where the customer can buy the product
d. Where the pay per click ads are created
Answer: a.

Question: 55
What is search engine optimization?
a. Paying for placement on a search engine results page   
b. Building a site which has the qualities that search engines look for, which will ultimately get the site a high rank in the listings
c. Optimization of a site so it gets more affiliate revenue
d. Selling memberships to the site
Answer: b.

Question: 56
What are meta tags?
a. The content of the site
b. Embedded information about your website such as keywords
c. Links to other sites
d. Images on the site
Answer: b.

Question: 57
Why have social networkings sites become a popular method of internet marketing?
a. They are free and easy to use
b. They guarantee more traffic to your site
c. Ease of use, large number of users, easy to target specific demographics
d. They are a passing trend
Answer: a. and c.

Question: 58
What is "bounce rate" in terms of email marketing?  
a. The percentage of emails sent to a list which are returned as undeliverable
b. The percentage of repeat clients
c. The percentage of people who receive an email and buy the product
d. The percentage of people who click the links in an email
Answer: a.

Question: 69
How are Pay Per Click ad campaigns billed?
a. Everytime an ad is displayed it costs the company money
b. Set monthly fee regardless of impressions or clicks
c. Discounted based on length of commitment
d. The customer pays each time their ad is clicked on, usually billed monthly
Answer: d.

Question: 60
How do firms typically budget once positive results are seen from their internet marketing campaign?
a. Decrease the overall budget
b. Spend more on the methods which are not producing results
c. Increase the budget and focus on those activities which are working
d. Stop marketing
Answer: c.

Question: 61
What is a "call to action"?
a. Hoping the customer buys your product
b. Recruiting new employees
c. Creating a new ad campaign
d. Using verbs to encourage people to take an action
Answer: d.

Question: 62
What is the purpose of having a special landing page for a PPC ad?
a. It costs less if done that way
b. It gives the potential to have mixed messages on the site
c. Statistics can be gathered on the page, as well as special offers can be shown to the ad clicker
d. Customers expect it
Answer: c.

Question: 63
Which 3 industries are the largest users of affiliate marketing?
a. Prescription drugs, electronics, child products
b. Gambling, adult, retail
c. Retail outlets, bakeries, beverage
d. Computer equipment, auto manufacturers , construction
Answer: d.

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