Ads and Campaign in E-commerce INTRODUCTION

TEST YOUR KNOWLEDGE: BASICS OF ONLINE ADS

1. Before online advertising, what type of audience was nearly impossible for small to medium-sized companies to reach?

2. Fill in the blank: _____ is a form of marketing which uses the internet to deliver promotional marketing messages to consumers.

3. Define CPM.

4. Which of the following are benefits of online advertising? Select three.

5. Google Discovery campaigns are _____.

6. Fill in the blank: _ are an essential part of the online buying and selling process because they promote online inventory and boost traffic to a retailer’s website store.

TEST YOUR KNOWLEDGE: HOW TO PLACE ONLINE ADS

1. Fill in the blank: _____ is a tool that creates and initiates a plan for how to promote products or services on Google’s vast network of search results, media, and tools.

2. Which types of ad campaigns are commonly used for e-commerce? Select all that apply.

3. Which type of ad campaign is ideal for an e-commerce retailer looking to sell their product inventory?

4. Consider the following scenario:

Adrian forgot to order cupcakes for a birthday celebration. He needs to be able to pick up two dozen cupcakes before the local bakeries close.

He goes to Google Search and types in “cupcakes.” But there is a problem. He is met with nearly seven billion search results. Adrian is overwhelmed and has to spend a significant amount of time filtering through the results.

What type of campaign would have made it easier to find a bakery in his area that offers cupcakes?

5. What does a digital marketer have control over when they use a Search, Shopping, Display, or Video campaign? Select all that apply.

Test your knowledge: Seasonality in e-commerce

1.Fill in the blank: Those in the e-commerce industry use _____ to determine when a business will receive a potential increase or slowdown in revenue sales.

2. What should a company’s goal be for off-season marketing?

3. Which of the following are off-season marketing strategies? Select all that apply.

4. Which of the following are smart bidding strategies? Select two.

5. How can a digital marketer plan for seasonality? Select all that apply.

6. In e-commerce, _____ are specific problems faced by current or prospective customers while interacting with a site.

7. Fill in the blank: _____ is a tool that e-commerce specialists use to forecast the impact of different spending scenarios and events during upcoming seasons.

TEST YOUR KNOWLEDGE: HOW TO OPTIMIZE AN E-COMMERCE BUSINESSES’ SALES

1. How can a digital marketer optimize their e-commerce strategy? Select all that apply.

2. What is vital for a digital marketer to know when planning ahead for seasonal trends and events?

3. Fill in the blank: Digital marketers and e-commerce analysts can use _____ to identify possible peakdays for their industry.

4. Fill in the blank: Once a digital marketer identifies customers’ _____, they can use resources provided by their e-commerce platform to simplify the purchase experience.

5. Consider the following scenario:

A company wants to optimize their e-commerce strategy. Their digital marketer recommends reconsidering their pricing, but they want to make their products’ price competitive with other retailers.

How can they reconsider their pricing in order to be competitive with other retailers?

6. What is seasonality?

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MAKE THE SALE: BUILD LAUNCH AND MANAGE E-COMMERCE STORES WEEKLY CHALLENGE 3

1. What e-commerce benefit is cost effective, quick and easy to produce, and has global reach?

2. Consider the following scenario:

A company wants to market their new campaign with a television ad. In order to produce this type of advertisement, they will need to hire actors, writers, and a production crew. After reviewing the extensive production process, the company realizes that they do not have the time or financial resources to do a television ad.

What kind of advertising could they afford that would be quicker and easier and able to reach a large audience?

3. Fill in the blank: Working in the field of e-commerce, digital marketers are likely to encounter four types of _____ campaigns that fit their business needs.

4. Fill in the blank: Like display campaigns, _____ help a company’s potential customers meet their e-commerce products at the start of the buying journey and help spread awareness about a company’s brand.

5. What are the advantages of using a Smart campaign? Select three.

6. Fill in the blank: For e-commerce, Smart shopping campaigns are the best Smart campaigns to help maximize _____.

7. What campaign goal should a digital marketer select when creating a Smart Shopping campaign in Google Ads?

8. When is the best time for businesses to target new contacts and attract new audiences?

9. Fill in the blank: The_____is a tool that allows a company to forecast the impact of different spending scenarios and events during upcoming seasons.

10. How can e-commerce specialists optimize their e-commerce strategy? Select all that apply.

11. Before online advertising, what type of audience was nearly impossible for small to medium-sized companies to reach?

12. Fill in the blank: _____ offer a variety of campaign types to help digital marketers craft specific messaging in their online ads to attract and engage potential customers.

13. What is a benefit of using a Search campaign?

14. What are the benefits of a Smart Shopping campaign? Select all that apply.

15. Consider the following scenario:

A digital marketer is creating a Smart Shopping campaign in Google Ads. Their next step is to specify the products they want to advertise in the campaign. They decide that because there are so many products available, their entire feed should appear in their ads.

Why is it problematic to take this approach?

16. Fill in the blank: Those in the e-commerce industry use _____ to determine when a business will receive a potential increase or slowdown in revenue sales.

17. Fill in the blank: E-commerce specialists need to prepare for seasonal events. In order to do this, they need to use _____, which will make seasonality adjustments to optimize for conversions or conversion value in every auction.

18. Fill in the blank: Resolving _____ improves the buyers experience with your brand and could help bring customers back to your site.

19. Consider the following scenario:

An established business in the community is considering a move to online advertising. They typically market their products in various print publications, but have recently observed a decline in sales and overall customer traffic. However, they are not sure if they should try online advertising.

What benefits of online advertising could convince this business to advertise online?

20. Fill in the blank: In order to determine when a company might experience a spike or slow down in e-commerce traffic, they can use _____, a tool that lets them explore global Google searches.

21. Consider the following scenario:

A retailer wants to improve their sales and customer reach. They believe they can accomplish this by showing their inventory to the right customers at the right time across different networks. They decide a Smart Shopping campaign is their best option in order to reach these goals.

How can a Smart Shopping campaign help this retailer improve their sales and customer reach?

22. What type of campaign provides a simpler business marketing experience by combining Search and Display campaigns and allows Google to control most of the campaign’s management?

23. Fill in the blank: For e-commerce, Smart shopping campaigns are the best Smart campaigns to help maximize _____. 

24. Consider the following scenario:

An e-commerce specialist measures efficiency frequently. In the off-season, they revisit their goals and demand trends. Based on their review, they realize that they need to determine their company’s bidding strategy for the on-season, consider new customer acquisitions, and start using Google’s Ads’ Performance Planner.

Based on the actions the e-commerce specialist needs to take, what are they planning for?

25. How can e-commerce specialists optimize their e-commerce strategy? Select all that apply. 

26. What are the different campaign types that Google Ads offers? Select four.

27. Fill in the blank: To improve _____, advertisers have shifted their advertising budgets to focus largely online. 

28.  Fill in the blank: Working in the field of e-commerce, digital marketers are likely to encounter four types of _____ campaigns that fit their business needs. 

29. Fill in the blank: _____ are an essential part of the online buying and selling process because they promote online inventory and boost traffic to a retailer’s website store.

30.  Fill in the blank: A _____ is an automated campaign management tool within Google Ads that helps a digital marketer promote their business.

31. A marketer uses various campaign types to create specific messaging for their online ads and attract and engage their target audience. What did they use? 

32. As an e-commerce marketer, you aim to sell a product by listing it on search results along with a photo of the product and its price. Which ad campaign should you create? 

33. As an e-commerce specialist, you use seasonality adjustments to inform Smart Bidding and prepare for seasonal events. What does this tool allow you to do? 

34. A business aims to market its new product to an international audience. They require a method that generates ads easily, as their budget does not allow for additional expenses or detailed planning. How does online advertising enable them to do this? 

35. What are the advantages of using a Smart campaign? Select all that apply. 

36. As an e-commerce specialist, you create an automated campaign that allows you to optimize for more sales and reach shoppers across Google’s sites and networks. What campaign does this refer to? 

37. When optimizing your e-commerce strategy, you should simplify the buying process by eliminating customer pain points. What can you do to help with this process? 

38.  An e-commerce marketer creates an ad campaign that is not limited to the Google Search platform but can appear on any platform part of the Google Display Network. Which ad campaign did they create?

39. Fill in the blank: Commonly used in e-commerce, _____ have a limited time to make an impression on potential customers and are placed before, during, or after ads.  

40. As an e-commerce marketer, you create a campaign that maximizes shopping potential by combining your single existing product feed and assets into ads across a variety of networks. What campaign is this? 

41. E-commerce specialists often use the Google Trends forum. What does this tool enable them to do? 

42. A business considers online advertising compared to traditional advertising. Their goal is to track where people viewed their ads, how many people clicked them, and how many clicks led to a purchase. What key benefit of online advertising applies to this specific goal? 

43. What type of campaign provides a simpler business marketing experience by combining Search and Display campaigns and allows Google to control most of the campaign’s management? 

44. As an e-commerce marketer, you use the off-season to create additional campaigns. The goal is to obtain customer information and use this information to follow up with new promotions during the on-season. Why does this strategy work? 

45. As an e-commerce specialist, you often recognize common trends in the industry. You use an adjustment tool in Google Ads that informs the smart bid tool when to change its bidding behavior. What is this an example of? 

46. What are the benefits of online advertising? Select all that apply. 

47. As an e-commerce specialist, you create an automated campaign that only requires a few steps to complete and saves you time and money. What campaign does this refer to? 

48. When creating a Smart Shopping campaign, why should you select the products you would like to advertise in the campaign? 

49. Fill in the blank: During _____, businesses can expect to receive the most financial gain. 

50. A marketer aims to reach new and returning customers online and considers different ad campaigns. Why should they consider a video ad campaign to reach their goal? 

51. When creating a Smart campaign, you give Google control of the campaign’s direction and how the budget is spent. What is a benefit of this? 

52. As an e-commerce marketer, you choose a campaign name and then set the goals for a Smart Shopping campaign. What should you select as the goal? 

53. As an e-commerce specialist, you use seasonality adjustments to inform Smart Bidding and prepare for seasonal events. What does this tool allow you to do? 

Ads and Campaign in E-commerce CONCLUSION