Answers to all partnerships experience academy (pxa) certification exams

Here you will find answers to all Partnerships Experience Academy (pxa) certification exams. Pass the exam easily!

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Affiliate and Partnerships Industry - Fundamentals Certification Path
Affiliate and Partnerships Industry - Associate Certification Path
Getting Started with Influencer Partnerships - Certification Path

answers to all Partnerships Experience Academy (pxa) certification exams

Affiliate and Partnerships Industry - Fundamentals Certification Path

Select the correct answer. What is NOT an example of a partner?

Blogger
Google PPC
Coupon Website
Influencer

Is this statement true or false? Attribution is the art and science of determining which partner or partners are responsible for driving a user to convert during a particular customer journey.

False
True

Select the correct answers. “Brand” is another name for ______. (Please select all that apply.)

Publisher
Advertiser
Merchant
Partner

Select the correct answers. What does CPA stand for?

Cost Per Asset
Cost Per Advertisement
Cost Per Acquisition
Cost Per Action

Is this statement true or false? Retargeting ads are a type of display advertising.

True
False

Select the correct answer. Tracking technology attributes and credits sales to _________.

the correct financial services company
the correct advertiser
the correct program manager
the correct publisher

Is this statement true or false? The majority of Millennials trust traditional marketing.

True
False

Is this statement true or false? The vast majority of digital ad-spend goes to Facebook and Google.

False
True

Select the correct answer. Brands and partners reaching a mutual agreement on the best payout and terms to achieve the brand’s desired outcomes falls under which phase of the Partnerships Lifecycle?

Engage
Tracking
Contract and Pay
Optimize

Select the correct answer. “Recruitment” in the affiliate and partnerships industry refers to which of the following?

The optimization of all reporting and analytics
Brands seeking potential new partnerships
Partners offering media buys to brands
Brands targeting competitors and their customers directly

Select the correct answer. Which part of the Partnership Lifecycle would messaging partners about new products fall under?

Engage
Discover and Recruit
Protect and Monitor
Optimize

Select the correct answer. In which scenario would an advertiser be mostly likely to use a CPL (Cost per Lead) payment model?

The company wants to provide a percentage of the final sale value to partners
The company wants to acquire customers in a free trial
The company wants their Google search program to see more success
The company wants new customers

Is this statement true or false? Brands pay partners commission.

True
False

Select the correct answer. A shopper clicks on a paid search ad, then Partner A’s website, then organic search, then Partner B’s website, and then buys the product. Using last-click attribution, who would get the credit?

Partner A
Paid Search
Partner B
Organic Search

Select the correct answer. Which of the following would be an example of a partner in the retail vertical?

Coupons.com
AccelerationPartners.com
Nike.com
Facebook.com

Select the correct answer. What is NOT a standard affiliate and partnerships KPI?

Average Order Value
Bounce rate
#of Sale-producing Partners
Conversion Rate

Select the correct answer. What are some common affiliate and partnerships KPIs?

Current Ratio, Quick Ratio, Working Capital
Page Views, Time on Site, Bounce Rate
Quality Score, Burn Rate, Jump Rate
Revenue, New Customers, Average Order Value

Select the correct answer. The CPC payout model is most typically used in the following digital marketing channel:

Paid Search
Influencer
Affiliate and Partnerships
Organic Search

Select the correct answer. How many impressions does CPM calculate the cost for?

Cost per One Impression
Cost per Hundred Impressions
Cost per Thousand Impressions
Cost per Million Impressions

Select the correct answer. An online beauty company selling makeup would most likely use which payout model in their partnerships program?

CPC
CPI
CPL
% of Sale

Select the correct answers. Partnerships make it easier for brands to ______.

view affiliates as partners
diversify their marketing spend
create consumer trust
be less agile in their marketing efforts

Select the correct answers. What is an example of a partner in the subscription vertical?

Coupons.com
AccelerationPartners.com
Amazon Prime
Adidas.com

Select the correct answers. “Tracking technology” is another name for ________.

Advertisers
Publishers
Partnerships Platform
Affiliate Network

Select the correct answer. What is the most common type of attribution method in the affiliate and partnerships industry?

first-click attribution
multi-touch attribution
CPA attribution
last-click attribution

False
True

False
True

Select the correct answer. An influencer would be an example of a _____.

Publisher
Technology Provider
Advertiser
Network

Select the correct answer. What is the main goal of display ads?

Increase customer value
Increase brand engagement
Increase brand awareness
Establish brand authority

Select the correct answer. A mobile app company trying to get users to download their app would most likely use which payout model in their partnerships program?

% of Sale
CPL
CPC
CPI

Select the correct answer. “Partner” is another name for _____.

Network or Platform
Publisher
Agency
Brand

Select the correct answer. What entity tracks the sales between brands and publishers?

Advertisers and Partners
UTM Parameters
Agencies
Networks or Platforms

Affiliate and Partnerships Industry - Associate Certification Path

Publishers are solely responsible for ensuring that trademark fraud does not take place. Is this statement true or false?

False
True

Which of the following are reasons that trademark alerts are important?

Trademark alerts can help support a positive view of affiliate and partnerships by cutting down on fraud
Trademark infringments devalue the partnerships channel
Trademark alerts can notify brands about invalid offers that are displayed
Trademark infringements lower paid search costs

Partners can bid on a brand’s trademarked keywords even if they don’t have the necessary permission from the brand. Is this statement true or false?

True
False

Which party should benefit the most as a result of media planning negotiations?

Both
The advertiser
The publisher

A setup fee is also commonly referred to as a(n) ___________ fee?

incorporation
integration
merger
combination

Brands need to finalize the ______ before initiating the media buying process to ensure that placements match up with any seasonal or brand-specific events.

request for proposal (RFP)
Review, negotiate and sign
marketing calendar
strategy

What can a media buy can also be referred to as?

Paid placement
Placement
Exchange
Advertisement

In media buying, RFP stands for __________________.

Rules for Participation
Respect for People
Request for Proposal
Reasonable Further Progress

Which of the following is the correct formula for conversion rate?

transactions / clicks
revenue / cost
cost / action
revenue / transactions

Which of the following is the correct formula for AOV?

revenue / cost
transactions / clicks
cost / action
revenue / transactions

Which of the following is the formula that you would use to calculate incremental revenue lift?

revenue - transactions
cost - actions
actual revenue - baseline revenue
revenue - cost

What are important things to evaluate when analyzing an affiliate marketing program’s performance?

Defining the narrative behind the data
Understanding program averages
Requesting a make-good
Identifying anomolies

Reversals can be submitted at any time. Is this statement true or false?

True
False

How do we know that a particular affiliate drove a sale?

Commission Rate
CPA
Placement
Attribution

Which of the following are the main tracking components to understand?

CSS
Click redirects
Cookies
Linking

Small pieces of data that are stored on a user’s device via their browser are called _______.

Cookies
Linking
Click redirects
FTP

Which of the following represents a file of all products sold and their characteristics?

Product feed
Deep linking
Text link
Banner

The public-facing commission rate that a program manager offers before negotiations is known as the ___________ commission rate.

baseline
general
topical
low-level

What should a brand consider when setting its baseline commission rate?

HR Benefits
Company CAC goals
Leaving room for media buys
Competitors and “like” brands’ baseline rates

Revenue is part of the KPI calculation for all of the following metrics, with the exception of ___________.

ROAS
Commission Rate
AOV
Conversion Rate

Which of the following is not a recommended step when assessing competitors’ affiliate programs?

Search high-volume publishers for your competitors
Google the competitors’ names plus “affiliate program” to find the competitors’ public-facing affiliate page with more information on their program.
Contact the competitor(s) and ask them what their baseline commission rate is
Search high-volume keywords for your competitors

Which of the following can a brand use to discover new partners?

Marketo
Social Media
Google Search
Network or Platform Marketplaces

Which type of publisher business model does Rakuten (https://www.rakuten.com/) primarily fall under?

Coupon
Content
Deal
Loyalty

Brands should prioritize setting up their Marketplace Profile as it is the first thing a partner will see when a brand invites them to join a program. Is this statement true or false?

False
True

Which of the following types of foundational affiliates provide cashback to the user as a reward for shopping through their site?

Coupon
Sub-affiliate network
Content
Loyalty

Which of the following incentives is most commonly given to a loyalty publisher in exchange for an increase in the cashback reward to the customer?

Exclusive promo code
Commission increase
Free shipping
Free product

What are the drawbacks of working with influencers?

Influencers are difficult to scale quickly.
Influencers improve trust in your brand and increase awareness.
Finding influencers who are a good fit for your brand takes time.
Influencers may prefer to individually negotiate every deal, which can be time consuming.

Certain publisher types, like influencers and podcasts, may have a hard time tracking sales with a traditional tracking link
Partner payouts occur within 10 days for sales tracked with a code
No sales track without promo codes
Partners no longer have to set up banking details for sales generated with a promo code

A program one-sheet should include all but which of the following?

Baseline commission rates
Creative image
“Click to Apply” button
High competitor commission rates

All of the following are tactics that brands can use to incentivize stronger performance from their partners, except ___________.

Flat fees
Reversals
Tiered commissions
Free product

Which of the following is not an affiliate partnership business model? Select the correct answer.

Super-affiliate network
Coupon
Content
Loyalty

Open Rate is a KPI that evaluates the following kind of placement:

Email placement
Gift list placement
Cashback event placement
Category placement

Which of the following is the correct formula for ROAS?

cost / action
revenue / cost
revenue / transactions
transactions / clicks

What type of data shows a list of individual actions or transactions?

Transaction-level data
Dimensional data
Program-level data
Company balance sheet data

Which of the following is an example of a content placement?

Cashback event placement
Gift list placement
Brand-page placement
Banner ad placement

Which of the following are methods of data capture?

APIs
Tags
CDG
FTP

Which of the following is a traditional or foundational affiliate?

Influencers
Deal
B2B
Charity

Which kind of partner would brands most likely choose to drive app downloads?

Influencers
Partners specializing in longtail content
Partners specializing in product reviews
Partners specializing in lead generation

Getting Started with Influencer Partnerships - Certification Path

The program’s cost per engagement benchmark refers to:

The number of views.
The dollar amount spent per engagement
The dollar amount spent per 1,000 impressions.
The percentage of potential customers who interacted with the content.

What does return on investment (ROI) refer to?

The percentage of clicks that result in the desired action.
The percentage of viewers who clicked a link.
The profit generated relative to the total amount of money put in the program.
The gross revenue generated by every dollar of advertising spend.

The program’s total impressions benchmark refers to:

The number of views.
The dollar amount spent per engagement.
The dollar amount spent per 1,000 impressions.
The percentage of potential customers who interacted with the content.

What does conversion rate refer to?

The percentage of clicks that result in the desired action.
The profit generated relative to the total amount of money put in the program.
The gross revenue generated by every dollar of advertising spend.
The percentage of viewers who clicked a link.

What does click through rate refer to?

The profit generated relative to the total amount of money put in the program.
The percentage of viewers who clicked a link.
The percentage of clicks that result in the desired action.
The gross revenue generated by every dollar of advertising spend.

True
False

If your company goals are to increase traffic and conversions, you should be concerned with the following metrics:

Clicks, sales, sign-ups, and downloads
Impressions, engagement, and conversation
Sentiment, Saves, Shares, Pins

If a brand wants to focus their influencer program on personal storytelling and brand credibility, which KPIs would they use to measure the success of the campaign?

Impressions
Average Order Value
Engagement
Conversation

Which payment models are best to use in a once-off campaign?

Affiliate performance model
Product gifting/seeding
Content retainers (fixed fees)
Pay-per-post

What is the main benefit of the Nano influencer tier?

Reach and accessibility
High performance
Engagement and affordability
Inexpensive content generation

In the affiliate payment model, influencers are paid out on a commission basis rather than in a fixed-fee capacity. Is this statement true or false?

True
False

A brand which has identified the influencers that work well for it should look into the content retainer payment model. Is this statement true or false?

False
True

If your goals are tied to reach and branding, you should consider using:

Micro influencers
Megawatt influencers

What is the main benefit of the Mid-tier influencer?

They are effective at driving credibility and education around the brand
They offer inexpensive content generation
They guarantee high performance
They ensure engagement and affordability

If your company goals are to increase consideration and intent, you should be concerned with the following metrics:

Sentiment, Saves, Shares, Pins
Impressions, engagement, and conversation
Clicks, sales, sign-ups, and downloads

What is the main benefit of the Megawatt influencer tier?

They ensure engagement and are affordable
They offer mass awareness
They guarantee reach and accessibility
They offer inexpensive content generation

Which payment models are best to use with brand ambassadors (i.e. influencers with whom you work on a long-term basis)?

Pay-per-post
Product gifting/seeding
Content retainers (fixed fees)
Affiliate performance model

Choose the best example of the pay-per-post model.

Brand pays a fee for each app download the influencer drives
Brand pays the influencer for a single post
Brand sends the influencer a custom PR package with gifts
Brand pays a monthly fee to an influencer

What is the main benefit of the Micro influencer tier?

Impressions scale with resource investment
Reach and accessibility
Engagement and affordability
High performance

When is it best to use the content retainer model?

When engaged in ambassador-ship or long-term partnerships
When engaged in once-off campaigns

If your company goals are to increase brand awareness, you should be concerned with the following metrics:

Impressions, engagement, and conversation
Clicks, sales, sign-ups, and downloads

What types of content should you be focusing on if your goal is brand traffic and conversion?

Static Photo Content (Instagram), Short form video (TikTok, Reels), Twitter
Instagram Stories with Swipe Ups, Blog Posts with tracking links, YouTube description box links
Long Form Video Content (YouTube, IGTV), Pinterest

Which statement is true for Mid tier influencers?

They have the highest reach
They are typically used for gifting or seeding campaigns
They are the most expensive influencer tier
They are generally rising creators with category credibility

Which statement is true for Nano influencers?

They are effective at driving credibility, engagement, and topic education
They are typically used for gifting or seeding campaigns
They have the highest reach
They generate strong impressions and conversion

Which statement is true for Macro influencers?

They are typically used for gifting or seeding campaigns
They are digital natives with mature and extensive platform reach
They are great at generating grassroots awareness, engagement and conversation
They provide the highest number of non-cash influencers hired

What types of content should you be focusing on if your goal is brand awareness?

Long Form Video Content (YouTube, IGTV), Pinterest
Static Photo Content (Instagram), Short form video (TikTok, Reels), Twitter
Instagram Stories with Swipe Ups, Blog Posts with tracking links, YouTube description box links

Generally speaking, the higher the reach of the influencer, the higher their rate. Is this statement true or false?

True
False

Which statement is true for Megawatt influencers?

They have the highest reach
They are typically used for gifting or seeding campaigns
They have the lowest reach
They are effective at driving credibility, engagement, and topic education

“Evergreen” content refers to content that can be repurposed and reused at a later time. Is this statement true or false?

False
True

What are the minimum required components required for amplification?

Amplification budget
Call to action (CTA)
Influencer content
Trackable links
Your target audience
Usage rights

When planning your program, why does the number and type of posts you would utilize vary from platform to platform?

Influencers might prefer one platform over another.
Different platforms have different capabilities.
Posting on certain platforms have differing costs.

In an influencer brief, what is the purpose of a scope of work?

It clarifies the deliverables the influencer is contracted to complete.
It gives the influencer a starting point and communicates how you want to be represented.
It clarifies when influencers must submit drafts, when to expect feedback, when to go live.
It clarifies a theme or idea you want the influencer to express in their own words.

Which of the following factors would have an effect on the cost of running an influencer program?

Influencer fees
Usage rights
Exclusivity
KPIs

In an influencer brief, what is the purpose of a campaign message?

It gives the influencer a starting point and communicates how you want to be represented.
It clarifies a theme or idea you want the influencer to express in their own words.
It provides specific requirements not covered in the other components that need to be adhered to.
It clarifies the deliverables the influencer is contracted to complete.

In an influencer brief, what is the purpose of a “Do’s and Don’ts” section?

It clarifies the deliverables the influencer is contracted to complete.
It clarifies a theme or idea you want the influencer to express in their own words.
It gives the influencer a starting point and communicates how you want to be represented.
It provides specific requirements not covered in the other components that need to be adhered to.

An influencer should have at least 100 000 followers to be considered a useful brand partner. Is this statement true or false?

False
True

What is the main benefit of the Macro influencer tier?

They offer reach and accessibility
They have mature audiences and extensive reach, great for generating strong impressions and conversions
They guarantee high performance
They ensure engagement and affordability

Which of the following are influencer grouping factors?

Partnership models
Social media outlet
Content types
Tiers

Influencer tiers refer to the influencer’s…

Partnership size
Gross income
Follower size
Net income

In an influencer brief, what is the purpose of a providing an influencer with examples/inspiration?

It clarifies when influencers must submit drafts, when to expect feedback, when to go live.
It gives the influencer a starting point and communicates how you want to be represented.
It provides them with an idea of how you don’t want to be represented.
It clarifies the deliverables the influencer is contracted to complete.

Amplification involves boosting content using paid ads. Is this statement true or false?

True
False

In an influencer brief, what is the purpose of a timeline?

It provides specific requirements not covered in the other components that need to be adhered to.
It clarifies a theme or idea you want the influencer to express in their own words.
It clarifies when influencers must submit drafts, when to expect feedback, when to go live.
It clarifies the deliverables the influencer is contracted to complete.

What types of content should you be focusing on if your goal is consideration and intent?

Static Photo Content (Instagram), Short form video (TikTok, Reels), Twitter
Long Form Video Content (YouTube, IGTV), Pinterest
Instagram Stories with Swipe Ups, Blog Posts with tracking links, YouTube description box links

Which statement is true for Micro influencers?

They generate strong impressions and conversion
They are the most expensive influencer tier
They are great at generating grassroots awareness, engagement, and conversation
They are digital natives with mature and extensive platform reach

The program engagement rate benchmark refers to:

The dollar amount spent per engagement.
The number of views.
The dollar amount spent per 1,000 impressions.
The percentage of potential customers who interacted with the content.

The program’s cost per mille benchmark refers to:

The percentage of potential customers who interacted with the content.
The dollar amount spent per engagement.
The dollar amount spent per 1,000 impressions.
The number of views.

What does return on ad spend (ROAS) refer to?

The profit generated relative to the total amount of money put in the program.
The percentage of clicks that result in the desired action.
The percentage of viewers who clicked a link.
The gross revenue generated by every dollar of advertising spend.

When referring to influencer grouping factors, “partnership models” refers to:

The various types of content used by influencers to promote brands
The various types of platforms used by influencers to publish content
The way a brand partners with an Influencer
The influencers follower size, typically measured with Instagram

Which is NOT an advantage of using influencers to support your brand?

Increased time spent on finding the correct influencer(s) for your brand
Increased potential top-of-funnel traffic
Increased awareness and trust in your brand

False
True

A scope of work is a formal document that provides direction to the influencer about how the work should be performed. Is this statement true or false?

True
False

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Answers to all Partnerships Experience Academy (pxa) certification exams