CEC Digital Marketing & Customer Acquisition 5 — Questions and Answers
Question 1: In the context of SEO for ecommerce, what is 'keyword cannibalization'?
- Using the same keyword in both paid and organic campaigns
- Multiple pages on the same site competing for the same keyword (Correct answer)
- Targeting keywords with too much competition
- Copying competitor keyword strategies
Correct answer: Multiple pages on the same site competing for the same keyword
Keyword cannibalization occurs when multiple pages target the same keyword, causing them to compete against each other and diluting ranking power.
Question 2: Which paid social campaign objective should an ecommerce advertiser choose to optimize for online purchases?
- Reach
- Brand awareness
- Conversions (Correct answer)
- Video views
Correct answer: Conversions
The Conversions objective instructs the platform's algorithm to find users most likely to complete a purchase event on your website.
Question 3: What is the key difference between 'earned media' and 'paid media' in a digital marketing strategy?
- Earned media requires a budget; paid media does not
- Earned media is generated by third parties organically; paid media is purchased (Correct answer)
- Earned media appears only on social platforms; paid media appears on search engines
- Earned media refers to email marketing; paid media refers to display ads
Correct answer: Earned media is generated by third parties organically; paid media is purchased
Earned media includes press coverage, reviews, and shares created by others without payment, while paid media requires direct advertising spend.
Question 4: A fashion ecommerce brand wants to drive awareness among Gen Z consumers. Which channel mix is most appropriate?
- Print ads and email newsletters
- TikTok ads and Instagram Reels (Correct answer)
- LinkedIn sponsored content and Google Display
- Direct mail and radio spots
Correct answer: TikTok ads and Instagram Reels
TikTok and Instagram Reels dominate Gen Z media consumption, making short-form video the most effective awareness channel for this demographic.
Question 5: What does 'share of voice' (SOV) measure in digital advertising?
- The percentage of ad impressions your brand receives relative to total category impressions (Correct answer)
- The ratio of video ads to display ads in your campaign mix
- The number of social media mentions per month
- Your brand's percentage of total search volume
Correct answer: The percentage of ad impressions your brand receives relative to total category impressions
Share of voice measures your brand's ad impressions as a percentage of total available impressions in your category or market.
Question 6: Which ecommerce acquisition strategy is best described as 'paying only when a sale is made through a third-party referrer'?
- Influencer gifting
- Affiliate marketing (Correct answer)
- Co-marketing partnerships
- Sponsored content
Correct answer: Affiliate marketing
Affiliate marketing compensates publishers or partners with a commission only when their referral results in a completed sale.
Question 7: What is a 'conversion funnel' in ecommerce digital marketing?
- A tool for filtering low-quality traffic from ad campaigns
- The staged journey a prospect takes from awareness to purchase (Correct answer)
- A report showing which products have the highest conversion rates
- An A/B testing framework for landing pages
Correct answer: The staged journey a prospect takes from awareness to purchase
A conversion funnel maps the sequential steps a potential customer moves through — from first awareness of your brand to completing a purchase.
CEC Digital Marketing & Customer Acquisition 5
In the context of SEO for ecommerce, what is 'keyword cannibalization'?