Part 4: Marketing in E-Commerce 16. SEO stands for:a) Search Efficient Optimization b) Search Engine Optimization c) Site Engine Optimization d) Search E-commerce Optimization 17. Which of the following is NOT a digital marketing channel?a) Email marketing b) Pay-per-click advertising c) Direct mail d) Social media 18. What is the purpose of retargeting ads?a) To attract new customers b) To re-engage previous website visitors c) To increase website speed d) None of the above 19. Google Analytics is used for: a) Managing inventory b) Analyzing website traffic c) Processing payments d) Creating ads 20. Which of the following is a key metric for e- ss? a) Conversion rate b) Bounce rate c) Average order value d) All of the above

16. **b) Search Engine Optimization**<br /><br />SEO stands for Search Engine Optimization, the practice of improving a website's ranking in search engine results pages (SERPs).<br /><br />17. **c) Direct mail**<br /><br />Direct mail involves physically sending marketing materials through postal services. Email marketing, pay-per-click advertising, and social media are all digital channels.<br /><br />18. **b) To re-engage previous website visitors**<br /><br />Retargeting ads are displayed to users who have previously interacted with a website or product but didn't complete a desired action, like making a purchase.<br /><br />19. **b) Analyzing website traffic**<br /><br />Google Analytics is a powerful tool for tracking and analyzing website traffic data, providing insights into user behavior, demographics, and more.<br /><br />20. **d) All of the above**<br /><br />Conversion rate (percentage of visitors who complete a desired action), bounce rate (percentage of visitors who leave after viewing only one page), and average order value (average amount spent per order) are all key metrics for measuring e-commerce success.<br />