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Which of the following can negatively impact a site's ranking in search results?
Excessive link exchanging
Static content
Using automated programs or services to create links to your site
Contact Us Page
Why has web marketing become a popular form of marketing?
It is much cheaper and often more effective
Television advertising is being offered less
It is easier than traditional marketing
It has been heavily advertised
Which 3 industries are the largest users of affiliate marketing?
Prescription drugs, electronics, child products
Gambling, adult, retail
Retail outlets, bakeries, beverage
Computer equipment, auto manufacturers, construction
Which of the following would NOT be effective in headline writing?
Using words that draw attention
Using words that people may search for
Using small words which take up space and do not add value
Using words such as "new, exciting, special offer"
Why would a firm employ guerilla web marketing?
It is guaranteed to work
It allows greater flexibility
It gives the firm more control over its marketing budget
It is unconventional and can often leave a lasting impression on potential customers
What is a "call to action"?
Hoping the customer buys your product
Recruiting new employees
Creating a new ad campaign
Using verbs to encourage people to take an action
What are the four P's of marketing?
Placement, Production, Procurement, Procedures
Product, Price, Placement, Promotion
Position, Price, Production, Premature
Product, Promotion, Procedures, Procurement
What is the best way to make internet marketing effective?
Focus on one specific technique such as direct email
Use a myriad of methods online
Spend a lot of money on it
Use email marketing first
What is a double opt in process?
Someone must email the firm twice to get on a list
Someone must ask to be on your email list, and then verify by clicking a link they want to be on it
Someone must email the firm twice to get off an email list
Someone has to send an email confirming an online purchase
What is the purpose of having a special landing page for a PPC ad?
It costs less if done that way
It gives the potential to have mixed messages on the site
Statistics can be gathered on the page, as well as special offers can be shown to the ad clicker
Customers expect it
Who regulates affiliate marketing?
No one currently
SEC
IRS
Internet Affiliate Board
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
It impresses clients
A well maintained blog will help increase page rank with search engines
It makes the company seem larger than it is
What is brand strategy?
Creating the image you want your company perceived as and marketing in a way that portrays that image to customers
Strategy for reaching customers worldwide
Creating a package that catches peoples eyes
Creating an image that contradicts competitor's assertations
How do firms typically budget once positive results are seen from their internet marketing campaign?
Decrease the overall budget
Spend more on the methods which are not producing results
Increase the budget and focus on those activities which are working
Stop marketing
Why is it important to set daily maximum budgets for pay per clicks ad campaigns?
It helps with ad placement
It is required
It helps drive affiliate sales
Costs of clicked links can add up quickly if not limited
How important is content on a site when optimizing it?
Not important at all, does not factor in
Mildly important to keep customers happy
It is the only thing which creates a higher ranking in search engines
Very important, new content especially
How is the pricing model of a click determined?
Standardized rate for the ad
Google sets the price worldwide
Ads always cost more in later months
The more popular a search term, the more a customer will have to pay to use that term in his/her target keywords list
What is meant by "guerilla marketing"?
Using resources such as time, energy and imagination rather than money to market
Using advertising spots which utilize gorillas to capture the audience
Having a large scale marketing budget
Using television ads instead of web ads
What is an "impression"?
When a person buys a product from a site
When your ad is displayed on a page online, not necessarily clicked on
When an ad is clicked on
When an ad makes an impression on a client
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.
What is an important step early on when forming a web marketing strategy?
Designing catchy ads
Allocating a large budget to the project
Identifying your customer base
Hiring a consulting firm
Why is affiliate marketing a favorable form of marketing?
Nothing is paid unless there is a sale resulting from the affiliate's efforts • It guarantees increased sales
It guarantees increased sales
It is complex so not many people utilize it
What is one advantage to using a purchased email list?
Large quantity of email addresses and markets otherwise not reached
The bounce rate is very low
It is targeted at your potential customers
How do listeners decide what is a worthwhile podcast to continually listen to?
High quality audio and high quality content
Broad based podcasts with no general direction
Having several hosts and a myriad of topics
What is a site index?
A page which has a linkable outline of all of the pages on a website
A site with special deals for purchasers
A special ranking with search engines
What is a trackback?
Same as a trademark
A method of notification that somebody links to document/html
When someone goes to your site because of your podcast
A count of how many downloads your podcast has
What is A/B testing?
Testing 2 products to see which is safer
Using 2 versions of an ad, measuring results to see which one is more effective
Testing 2 products to see which one sells more
Using 2 versions of an ad to see which one has less bounce rate
How can the signature block be used effectively?
Increases the length of the email making it seem more important
Branding the firm and relaying information to the email recipient
Guarantees further marketing success
Expensive form of marketing
What is meant by "niche marketing"?
Targeting a broad based group of people
Targeting a very specific demographic
Advertising on the television
Advertising only online
How is click-through rate measured in an email campaign?
The number of emails which did not bounce back
The number of people who click on a link in the email bringing the potential customer to your site
The number of people who purchased a product or service from the email
The number of people who replied to the email
