GMC Customer Acquisition 2 — Questions and Answers
Question 1: Which metric best measures the efficiency of a paid acquisition channel by comparing spend to new customers gained?
- Customer Lifetime Value (CLV)
- Cost Per Acquisition (CPA) (Correct answer)
- Click-Through Rate (CTR)
- Return on Ad Spend (ROAS)
Correct answer: Cost Per Acquisition (CPA)
CPA divides total channel spend by the number of new customers acquired, directly measuring acquisition efficiency.
Question 2: A growth marketer wants to acquire high-intent users who are actively searching for a solution. Which channel is best suited?
- Display advertising
- Influencer marketing
- Search engine marketing (SEM) (Correct answer)
- Podcast sponsorships
Correct answer: Search engine marketing (SEM)
SEM targets users actively querying relevant keywords, indicating high purchase intent at that moment.
Question 3: What does a 'lookalike audience' allow a marketer to do on paid social platforms?
- Retarget users who abandoned checkout
- Find new users who resemble your best existing customers (Correct answer)
- Exclude competitors' followers from campaigns
- Automate ad creative testing
Correct answer: Find new users who resemble your best existing customers
Lookalike audiences use the platform's algorithm to find new prospects who share traits with your seed audience of existing customers.
Question 4: Which acquisition strategy relies on existing customers bringing in new ones through incentives?
- Content marketing
- Referral programs (Correct answer)
- SEO
- Cold outreach
Correct answer: Referral programs
Referral programs incentivize current customers to recommend the product, turning them into an acquisition channel.
Question 5: In a CAC payback period calculation, what does a shorter payback period indicate?
- Higher customer churn
- Slower revenue growth
- Faster recovery of acquisition costs from customer revenue (Correct answer)
- Lower product-market fit
Correct answer: Faster recovery of acquisition costs from customer revenue
A shorter CAC payback period means the business recoups its acquisition investment sooner, improving cash flow and scalability.
Question 6: Which of the following is a key benefit of organic search (SEO) as a customer acquisition channel compared to paid search?
- Immediate traffic from day one
- Lower ongoing cost per visitor over time (Correct answer)
- More granular audience targeting
- Faster A/B testing of messaging
Correct answer: Lower ongoing cost per visitor over time
SEO traffic compounds over time and does not require ongoing per-click spend, resulting in a lower marginal cost per visitor at scale.
Question 7: A B2B SaaS company wants to acquire enterprise clients. Which acquisition approach is most appropriate?
- Viral loops and product-led growth
- Account-based marketing (ABM) targeting specific companies (Correct answer)
- Broad awareness display campaigns
- Influencer unboxing videos
Correct answer: Account-based marketing (ABM) targeting specific companies
ABM focuses marketing and sales resources on a defined set of high-value target accounts, which suits enterprise B2B sales cycles.
GMC Customer Acquisition 2
Which metric best measures the efficiency of a paid acquisition channel by comparing spend to new customers gained?