Digital Marketing & Customer Acquisition Flashcards

Which metric best measures the efficiency of a paid search campaign in terms of revenue generated per dollar spent?

Answer: Return on ad spend (ROAS)

ROAS measures revenue generated for every dollar spent on advertising, directly quantifying campaign efficiency.

A/B testing an email subject line is best evaluated using which primary metric?

Answer: Open rate

Open rate directly reflects how compelling a subject line is, since subscribers decide to open based solely on it.

What is the primary advantage of using lookalike audiences in Facebook Ads for ecommerce customer acquisition?

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.

In Google Shopping campaigns, which factor most directly influences which products appear in search results?

Answer: Product feed data quality and bid amount

Google Shopping uses product feed attributes combined with bids to determine ad eligibility and ranking.

Which customer acquisition channel typically delivers the highest purchase intent traffic for ecommerce?

Answer: Branded paid search

Branded paid search captures users actively searching for your brand, indicating strong purchase intent.

What does a high cart abandonment rate primarily indicate in the context of digital marketing and UX?

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.

Which attribution model gives 100% credit to the first touchpoint that introduced a customer to your brand?

Answer: First-click attribution

First-click attribution assigns all conversion credit to the initial interaction, highlighting which channels drive awareness.