CEC Digital Marketing & Customer Acquisition 2 — Questions and Answers
Question 1: Which metric best measures the efficiency of a paid search campaign in terms of revenue generated per dollar spent?
- Click-through rate (CTR)
- Return on ad spend (ROAS) (Correct answer)
- Cost per click (CPC)
- Impression share
Correct answer: Return on ad spend (ROAS)
ROAS measures revenue generated for every dollar spent on advertising, directly quantifying campaign efficiency.
Question 2: A/B testing an email subject line is best evaluated using which primary metric?
- Unsubscribe rate
- Bounce rate
- Open rate (Correct answer)
- Click-to-open rate
Correct answer: Open rate
Open rate directly reflects how compelling a subject line is, since subscribers decide to open based solely on it.
Question 3: What is the primary advantage of using lookalike audiences in Facebook Ads for ecommerce customer acquisition?
- They reduce ad creative production costs
- They target users similar to your best existing customers (Correct answer)
- They guarantee lower CPMs than interest targeting
- They automatically retarget cart abandoners
Correct answer: They target users similar to your best existing customers
Lookalike audiences find new users who share characteristics with your existing high-value customers, improving acquisition quality.
Question 4: In Google Shopping campaigns, which factor most directly influences which products appear in search results?
- Keyword bids in the ad group
- Product feed data quality and bid amount (Correct answer)
- Landing page load speed
- Number of product images
Correct answer: Product feed data quality and bid amount
Google Shopping uses product feed attributes combined with bids to determine ad eligibility and ranking.
Question 5: Which customer acquisition channel typically delivers the highest purchase intent traffic for ecommerce?
- Display advertising
- Branded paid search (Correct answer)
- Social media organic posts
- Podcast advertising
Correct answer: Branded paid search
Branded paid search captures users actively searching for your brand, indicating strong purchase intent.
Question 6: What does a high cart abandonment rate primarily indicate in the context of digital marketing and UX?
- Low-quality traffic from paid channels
- Friction in the checkout process or unexpected costs (Correct answer)
- Poorly written product descriptions
- Insufficient product variety
Correct answer: Friction in the checkout process or unexpected costs
Cart abandonment is most commonly caused by unexpected shipping costs, complex checkout flows, or forced account creation.
Question 7: Which attribution model gives 100% credit to the first touchpoint that introduced a customer to your brand?
- Last-click attribution
- Linear attribution
- First-click attribution (Correct answer)
- Time-decay attribution
Correct answer: First-click attribution
First-click attribution assigns all conversion credit to the initial interaction, highlighting which channels drive awareness.
CEC Digital Marketing & Customer Acquisition 2
Which metric best measures the efficiency of a paid search campaign in terms of revenue generated per dollar spent?