Ecommerce Ecommerce Marketing & SEO 1 — Questions and Answers
Question 1: What does ROAS stand for and how is it calculated?
- Return on Ad Spend = Revenue from ads ÷ Ad spend (Correct answer)
- Rate of Abandoned Sales = Abandoned carts ÷ Total carts
- Revenue on Average Sale = Total revenue ÷ Orders
- Return on Affiliate Sales = Affiliate revenue ÷ Commission paid
Correct answer: Return on Ad Spend = Revenue from ads ÷ Ad spend
ROAS is a key ecommerce advertising metric that measures how much revenue is generated for every dollar spent on ads.
Question 2: Which Google Ads campaign type is specifically designed for ecommerce by automatically showcasing product images, prices, and store names in search results?
- Shopping campaigns (Performance Max / Standard Shopping) (Correct answer)
- Display campaigns
- App campaigns
- Video campaigns
Correct answer: Shopping campaigns (Performance Max / Standard Shopping)
Google Shopping campaigns pull product data from a Merchant Center feed to show rich product ads with images and prices directly in search results.
Question 3: What is a product data feed in ecommerce marketing?
- A structured file containing product details (title, price, image URL, etc.) submitted to advertising platforms (Correct answer)
- A live blog post about new products
- An API that streams inventory updates to a warehouse
- A social media content calendar
Correct answer: A structured file containing product details (title, price, image URL, etc.) submitted to advertising platforms
A product data feed (often a CSV or XML file) provides advertising platforms like Google Merchant Center with up-to-date product information for Shopping ads.
Question 4: What is email list segmentation and why does it matter for ecommerce?
- Dividing subscribers into groups based on behavior or demographics to send more relevant emails (Correct answer)
- Cleaning bounced email addresses from a list
- Scheduling emails to send at different times of day
- Using different email service providers for different products
Correct answer: Dividing subscribers into groups based on behavior or demographics to send more relevant emails
Segmentation allows merchants to tailor email content to specific customer groups, resulting in higher open rates, clicks, and conversions.
Question 5: Which on-page SEO element has the greatest direct impact on click-through rate from Google search results for an ecommerce product page?
- Title tag and meta description (Correct answer)
- H2 subheadings
- Image file names
- Internal link anchor text
Correct answer: Title tag and meta description
The title tag and meta description are displayed directly in search results, so compelling copy for these elements drives higher click-through rates.
Question 6: What is retargeting (remarketing) in ecommerce digital advertising?
- Showing ads to users who previously visited your site but did not convert (Correct answer)
- Targeting competitors' brand keywords in paid search
- Sending post-purchase emails asking for reviews
- Displaying ads to new audiences who have never heard of the brand
Correct answer: Showing ads to users who previously visited your site but did not convert
Retargeting uses tracking pixels to re-engage visitors who left without purchasing by showing them tailored ads on other websites or social platforms.
Ecommerce Ecommerce Marketing & SEO 1
What does ROAS stand for and how is it calculated?