Google Ads as an example of Auction IT in E-Commerce

Question 1

Costs of online advertising (6 pricing models)

Answer 1

Barter
Cost per thousand (CPM)
Cost per click (CPC)
Cost per action (CPA)
Hybrid
Sponsorship

Question 2

The most expensive e-commerce pricing model

Answer 2

CPM, but most efficient in producing sales. Effective CPM is called eCPM

Question 3

5 steps of customer conversion process

Answer 3

Awareness
Engagement
Interaction
Purchase Activity
Post-purchase/loyalty

Question 4

What are three ways marketing analytics helps e-commerce businesses

Answer 4

Optimize ROI on website marketing efforts
Build detailed customer profiles
Measure impact of marketing campaigns

Question 5

Awareness (e-commerce customer conversion process)

Answer 5

Unique visitors

Question 6

Engagement (e-commerce customer conversion process)

Answer 6

Page views
Duration of visit
Content views

Question 7

Interaction (e-commerce customer conversion process)

Answer 7

Posts
Likes
Tweets & pins
Comments

Question 8

Purchase (e-commerce customer conversion process)

Answer 8

Enter cart page
Register
Purchase
Abandon

Question 9

Post purchase/loyalty (e-commerce customer conversion process)

Answer 9

Repeat customers
Social site buzz
Service requests

Question 10

Display network (for ads)

Answer 10

A group of over 2 million webpages, apps, and videos where your ads can appear
Reaches over 90% of internet users worldwide

Question 11

Negative keywords

Answer 11

Used to exclude your ad when searched for

Question 12

Ad extensions

Answer 12

A feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links