Question 1(a) [3 marks]

What typical skills must one possess to pursue a career in digital marketing?

Answer:

Skill Category	Skills Required
Technical Skills	SEO/SEM, Google Analytics, Social Media Management
Creative Skills	Content Creation, Graphic Design, Video Editing
Analytical Skills	Data Analysis, Report Generation, Performance Metrics
Communication	Writing, Presentation, Customer Engagement

Key Skills:

SEO Optimization: Understanding search algorithms and keyword research
Analytics Tools: Google Analytics, Facebook Insights proficiency
Content Marketing: Creating engaging posts, blogs, and multimedia content
Social Media: Platform-specific strategies and community management

Mnemonic: "SCAP" - Strategic, Creative, Analytical, Promotional

Question 1(b) [4 marks]

Differentiate: on-page and off-page optimization in SEO.

Answer:

Aspect	On-Page SEO	Off-Page SEO
Definition	Optimization within website	Optimization outside website
Control	Complete control	Limited control
Focus	Content, HTML, site structure	Backlinks, social signals
Examples	Meta tags, keywords, URL structure	Link building, social media mentions

Key Differences:

On-Page: Title tags, meta descriptions, internal linking, content quality
Off-Page: Backlink acquisition, social media marketing, guest posting
Timeline: On-page shows faster results, off-page builds long-term authority
Cost: On-page requires time investment, off-page may need monetary investment

Mnemonic: "Inside-Outside" - On-page is inside your control, off-page is outside

Question 1(c) [7 marks]

How can a business develop a successful digital marketing plan? Explain with a suitable example.

Answer:

graph TD
    A[Market Research] --> B[Set SMART Goals]
    B --> C[Define Target Audience]
    C --> D[Choose Digital Channels]
    D --> E[Create Content Strategy]
    E --> F[Set Budget & Timeline]
    F --> G[Execute Campaign]
    G --> H[Monitor & Analyze]
    H --> I[Optimize & Improve]

Steps for Digital Marketing Plan:

Market Analysis: Research competitors, industry trends, customer behavior
Goal Setting: Increase brand awareness by 30%, generate 500 qualified leads monthly
Audience Definition: Create buyer personas with demographics and preferences
Channel Selection: Choose appropriate platforms (Facebook, Google Ads, email)

Example - Online Clothing Store:

Target: Women aged 25-40 interested in sustainable fashion
Channels: Instagram (visual content), Google Ads (search intent), email marketing
Content: Styling tips, sustainability stories, customer testimonials
Budget: 40% social media, 35% search ads, 25% content creation

Mnemonic: "MAPCODE" - Market research, Audience, Plan, Channels, Operations, Data, Evaluation

Question 1(c OR) [7 marks]

What are the primary elements of the P.O.E.M. framework for digital marketing strategy, and how can they be applied to a business?

Answer:

Element	Description	Business Application
Paid	Advertising spend	Google Ads, Facebook Ads, YouTube ads
Owned	Brand-controlled content	Website, blog, email list, mobile app
Earned	Customer-generated content	Reviews, shares, mentions, viral content
Managed	Controlled third-party	Influencer partnerships, affiliate marketing

Framework Benefits:

Integrated Approach: Combines all marketing touchpoints for maximum impact
Cost Optimization: Balances paid advertising with organic content
Audience Reach: Expands reach through multiple channels and partnerships
Credibility Building: Earned media provides authentic customer validation

Business Application Example:

Paid: Google search ads for immediate visibility
Owned: Company blog with SEO-optimized content
Earned: Customer reviews and social media shares
Managed: Influencer collaborations and affiliate programs

Mnemonic: "POEM Creates Marketing Magic"

Question 2(a) [3 marks]

Differentiate between single-touch and multi-touch attribution models.

Answer:

Attribution Type	Single-Touch	Multi-Touch
Credit Assignment	One touchpoint gets 100% credit	Credit distributed across multiple touchpoints
Complexity	Simple to understand	More complex analysis
Accuracy	Less accurate for long sales cycles	More accurate customer journey representation
Examples	First-click, Last-click	Linear, Time-decay, Position-based

Key Differences:

Single-Touch: Credits only first or last interaction with conversion
Multi-Touch: Recognizes all touchpoints contributing to conversion
Use Cases: Single-touch for simple purchases, multi-touch for complex B2B sales

Mnemonic: "Single Shot vs Multiple Steps"

Question 2(b) [4 marks]

Develop an SEO strategy for a newly launched e-commerce website, including keyword research, on-page optimization, and off-page optimization tactics.

Answer:

SEO Strategy Framework:

┌─────────────────┐    ┌─────────────────┐    ┌─────────────────┐
│  Keyword        │    │  On-Page        │    │  Off-Page       │
│  Research       │───▶│  Optimization   │───▶│  Optimization   │
└─────────────────┘    └─────────────────┘    └─────────────────┘
│                      │                      │
▼                      ▼                      ▼
• Tool Analysis        • Title Tags           • Link Building
• Competitor Study     • Meta Descriptions    • Social Signals
• Long-tail Keywords   • URL Structure        • Guest Posting
• Search Volume        • Internal Linking     • Directory Listings

Implementation Steps:

Keyword Research: Use Google Keyword Planner, focus on long-tail keywords with commercial intent
On-Page: Optimize product pages with unique titles, descriptions, and schema markup
Off-Page: Build quality backlinks through content marketing and industry partnerships
Technical: Ensure fast loading speed, mobile responsiveness, and SSL certificate

Mnemonic: "Research, Optimize, Build, Measure"

Question 2(c) [7 marks]

Explain the factors that affect SEO and how they affect search engine rankings.

Answer:

Factor Category	Specific Factors	Impact on Rankings
Content Quality	Relevance, originality, depth	High - Primary ranking factor
Technical SEO	Site speed, mobile-friendly, SSL	High - User experience signals
Authority	Backlinks, domain authority	High - Trust and credibility
User Experience	Bounce rate, dwell time, CTR	Medium - Behavioral signals

Detailed Factors:

Content Relevance: Search engines prioritize content matching user intent
Page Loading Speed: Sites loading under 3 seconds rank higher
Mobile Optimization: Mobile-first indexing makes responsive design crucial
Backlink Quality: High-authority links improve domain credibility

Impact Mechanism:

Algorithm Updates: Google's algorithms constantly evaluate these factors
User Behavior: Positive user signals reinforce good rankings
Competition: Relative performance against competitors affects positioning

Mnemonic: "Content, Technical, Authority, User Experience" (CTAU)

Question 2(a OR) [3 marks]

What are the different methods of data collection in website analytics?

Answer:

Collection Method	Description	Use Case
Page Tagging	JavaScript tracking codes	Real-time user behavior
Web Log Files	Server-side data collection	Technical performance analysis
Packet Sniffing	Network traffic monitoring	Enterprise-level tracking
Hybrid Approach	Combination of methods	Comprehensive analytics

Methods Overview:

JavaScript Tags: Most common method using Google Analytics code
Server Logs: Direct server data without client-side dependencies
API Integration: Third-party data sources and CRM integration

Mnemonic: "Page, Log, Packet, Hybrid" (PLPH)

Question 2(b OR) [4 marks]

Construct an off-page optimization plan for a newly launched website, outlining strategies for building backlinks, engaging in social media marketing, and leveraging influencer outreach to improve its search engine rankings and online presence.

Answer:

Off-Page Optimization Plan:

graph LR
    A[Link Building] --> D[Authority Building]
    B[Social Media] --> D
    C[Influencer Outreach] --> D
    D --> E[Improved Rankings]

Strategy Components:

Link Building: Guest posting on industry blogs, resource page listings, broken link building
Social Media Marketing: Share content across platforms, engage with industry communities
Influencer Outreach: Collaborate with industry experts for mentions and reviews
Directory Submissions: Submit to relevant business directories and local listings

Implementation Timeline:

Month 1: Set up social profiles, identify link opportunities
Month 2-3: Execute guest posting, influencer outreach
Month 4+: Monitor results, scale successful tactics

Mnemonic: "Build Links, Engage Socially, Influence Others" (BLEO)

Question 2(c OR) [7 marks]

How can businesses utilize social media to improve their SEO rankings? Explain with a suitable example.

Answer:

Social Media SEO Benefits:

Social Signal	SEO Impact	Implementation
Content Sharing	Increased visibility and backlinks	Create shareable content
Brand Mentions	Authority and trust signals	Active community engagement
Traffic Generation	User behavior signals	Drive social traffic to website
Local SEO	Location-based signals	Google My Business optimization

Example - Local Restaurant:

Facebook: Share menu updates, customer photos, location tags
Instagram: Post food photos with location hashtags, encourage check-ins
Google My Business: Maintain updated information, respond to reviews
Result: Improved local search rankings for "restaurants near me"

Implementation Strategy:

Content Optimization: Use relevant keywords in social media posts
Cross-Platform Promotion: Share website content across all social channels
Community Building: Engage with followers to increase brand loyalty
Local Engagement: Participate in local hashtags and community groups

Mnemonic: "Share, Mention, Traffic, Local" (SMTL)

Question 3(a) [3 marks]

Provide the definition of conversion rate and describe its calculation.

Answer:

Conversion Rate Definition: The percentage of website visitors who complete a desired action (conversion) out of total visitors.

Calculation Formula:

Conversion Rate = (Number of Conversions / Total Visitors) × 100

Example Calculation:

Total website visitors: 10,000
Number of purchases: 250
Conversion Rate = (250 ÷ 10,000) × 100 = 2.5%

Types of Conversions:

Macro Conversions: Purchases, sign-ups, downloads
Micro Conversions: Email subscriptions, product views, cart additions

Mnemonic: "Conversions Count from Total Traffic" (CCTT)

Question 3(b) [4 marks]

Imagine you are managing the Instagram account for a fashion retail store. Discuss three different Instagram Insights metrics that would be essential for monitoring the success of your content strategy.

Answer:

Metric	Purpose	Success Indicator
Engagement Rate	Measures audience interaction	>3% is considered good
Reach and Impressions	Tracks content visibility	Consistent growth month-over-month
Story Completion Rate	Measures content effectiveness	>70% completion rate

Essential Metrics:

Engagement Rate: (Likes + Comments + Shares) ÷ Total Followers × 100
Reach vs Impressions: Reach shows unique views, impressions show total views
Story Analytics: Completion rate, exits, and forward/back navigation

Application for Fashion Retail:

Engagement: Track which outfit posts generate most interactions
Reach: Monitor how many unique users see new collection announcements
Stories: Analyze which behind-the-scenes content keeps viewers engaged

Mnemonic: "Engage, Reach, Complete" (ERC)

Question 3(c) [7 marks]

Explain A/B and multivariate testing tools and their role in optimizing website performance.

Answer:

Testing Types Comparison:

Test Type	Variables	Complexity	Use Case
A/B Testing	2 versions, 1 variable	Simple	Email subject lines, button colors
Multivariate Testing	Multiple versions, multiple variables	Complex	Landing page optimization

graph LR
    A[Original Version] --> C[A/B Test]
    B[Variant Version] --> C
    C --> D[Statistical Analysis]
    D --> E[Winner Selection]
    
    F[Multiple Elements] --> G[Multivariate Test]
    G --> H[Combination Analysis]
    H --> I[Best Combination]

Tools and Implementation:

A/B Testing Tools: Google Optimize, Optimizely, VWO
Multivariate Tools: Adobe Target, Unbounce, Convert
Key Metrics: Conversion rate, click-through rate, engagement time
Statistical Significance: Minimum 95% confidence level required

Optimization Process:

Hypothesis Formation: Identify what to test and expected outcome
Test Design: Create variations and determine sample size
Implementation: Run test for sufficient duration
Analysis: Evaluate results and implement winning version

Mnemonic: "Analyze, Build, Compare, Decide" (ABCD)

Question 3(a OR) [3 marks]

Explain the following key metrics: pageviews, average visit duration, and bounce rate.

Answer:

Metric	Definition	Good Benchmark
Pageviews	Total number of pages viewed	Varies by site type
Average Visit Duration	Time spent on site per session	2-3 minutes for most sites
Bounce Rate	Percentage of single-page visits	<40% is excellent, >70% needs improvement

Detailed Explanations:

Pageviews: Counts each page load, indicates content consumption depth
Visit Duration: Shows user engagement and content quality effectiveness
Bounce Rate: High bounce rate may indicate irrelevant traffic or poor user experience

Mnemonic: "Pages, Time, Bounce" (PTB)

Question 3(b OR) [4 marks]

Explain sponsored InMail and give an example of a scenario where it can be effectively utilized in a marketing campaign.

Answer:

Sponsored InMail Features:

Feature	Benefit	Implementation
Direct Messaging	Personal communication	Customized messages to prospects
Targeting Options	Precise audience selection	Job title, industry, company size
Higher Open Rates	50% higher than email	Professional context increases relevance
Call-to-Action	Direct response mechanism	Event registration, demo booking

Example Scenario - B2B Software Company:

Target: IT Directors in companies with 500+ employees
Message: Invitation to exclusive cybersecurity webinar
CTA: "Register for Free Webinar"
Personalization: Reference recent industry security breaches
Expected Result: 15-20% response rate for qualified leads

Best Practices:

Personalization: Use recipient's name and company information
Value Proposition: Clear benefit statement in first sentence
Timing: Send during business hours on weekdays

Mnemonic: "Personal Professional Prospects" (PPP)

Question 3(c OR) [7 marks]

With a suitable example, explain how businesses can set up goals in Google Analytics.

Answer:

Goal Types in Google Analytics:

Goal Type	Description	Example
Destination	Specific page visit	Thank you page after purchase
Duration	Time spent on site	Session longer than 5 minutes
Pages/Screens	Number of pages viewed	More than 3 pages per session
Event	Specific action completion	Video play, file download

Setup Process Example - E-commerce Store:

graph LR
    A[Admin Panel] --> B[Goals Section]
    B --> C[Create Goal]
    C --> D[Choose Template]
    D --> E[Configure Details]
    E --> F[Verify Goal]

Implementation Steps:

Navigate: Admin → View → Goals → New Goal
Template Selection: Choose "Purchase" for e-commerce
Goal Description: Name: "Purchase Completion", Type: Destination
Goal Details: Destination URL: "/thank-you-purchase"
Value Assignment: Set monetary value for conversion tracking
Verification: Test goal with sample data

Business Benefits:

Conversion Tracking: Measure success of marketing campaigns
ROI Calculation: Determine which channels drive profitable traffic
Optimization Insights: Identify pages with high conversion potential

Mnemonic: "Destination, Duration, Pages, Events" (DDPE)

Question 4(a) [3 marks]

What are the different types of Twitter ads? Explain each type briefly.

Answer:

Ad Type	Purpose	Format
Promoted Tweets	Increase engagement	Regular tweets with wider reach
Promoted Accounts	Gain followers	Account suggestions in timeline
Promoted Trends	Brand awareness	Trending topics section
Twitter Cards	Drive website traffic	Rich media attachments

Brief Explanations:

Promoted Tweets: Regular tweets shown to targeted audience beyond followers
Promoted Accounts: Suggestions to follow account based on interests and behavior
Promoted Trends: Brand hashtags appearing in trending topics for 24 hours
Twitter Cards: Enhanced tweets with images, videos, or website previews

Mnemonic: "Tweets, Accounts, Trends, Cards" (TATC)

Question 4(b) [4 marks]

Imagine you are starting a new business in the fashion industry. Develop a social media marketing strategy outline for your business, including the choice of social media platforms, content ideas, and engagement tactics. Justify your choices based on the target audience and marketing objectives.

Answer:

Social Media Strategy for Fashion Business:

Platform	Target Audience	Content Strategy	Engagement Tactics
Instagram	Women 18-35, fashion enthusiasts	Outfit posts, styling tips, behind-scenes	Stories polls, user-generated content
TikTok	Gen Z, trend followers	Fashion trends, styling videos	Challenges, collaborations
Pinterest	Women 25-45, style planners	Seasonal collections, style boards	Rich Pins, seasonal boards
Facebook	Broader audience, community building	Brand story, customer testimonials	Groups, live events

Content Calendar Example:

Monday: Motivational outfit posts (#MondayStyle)
Wednesday: Behind-the-scenes content
Friday: New arrivals and trends
Weekend: User-generated content features

Justification:

Visual Nature: Fashion is highly visual, requiring image/video-focused platforms
Trend Sensitivity: Young audience follows fashion trends on TikTok and Instagram
Purchase Planning: Pinterest users research before buying, perfect for fashion discovery
Community Building: Facebook groups for style advice and brand loyalty

Mnemonic: "Instagram, TikTok, Pinterest, Facebook" (ITPF)

Question 4(c) [7 marks]

How can advertisers optimize their ad performance within the Facebook algorithm? Provide specific strategies and examples.

Answer:

Facebook Algorithm Optimization Strategies:

Strategy	Implementation	Example
Audience Targeting	Use detailed demographics and interests	Target "fashion enthusiasts" aged 25-40
Engagement Optimization	Create content that generates interactions	Ask questions, use polls in posts
Relevance Score	Align ad content with audience interests	Show seasonal collections to relevant users
Bidding Strategy	Choose appropriate bid type	Use automatic bidding for conversions

graph TD
    A[Quality Content] --> E[Algorithm Favor]
    B[Audience Targeting] --> E
    C[High Engagement] --> E
    D[Relevant Timing] --> E
    E --> F[Better Ad Performance]

Specific Optimization Tactics:

Creative Testing: A/B test different ad formats (image vs video vs carousel)
Audience Lookalike: Create lookalike audiences from existing customers
Retargeting: Target website visitors with relevant product ads
Time Optimization: Post when target audience is most active

Performance Monitoring:

Key Metrics: CTR, CPM, CPC, conversion rate
Frequency Capping: Prevent ad fatigue by limiting impressions per user
Campaign Optimization: Adjust targeting based on performance data

Example Implementation:

Fashion Brand: Use dynamic product ads to retarget cart abandoners
Result: 30% increase in ROAS through personalized product recommendations

Mnemonic: "Target, Engage, Optimize, Monitor" (TEOM)

Question 4(a OR) [3 marks]

Explain different types of YouTube ads.

Answer:

Ad Type	Format	Skippable	Placement
TrueView In-Stream	Video ads	Yes (after 5 seconds)	Before/during videos
TrueView Discovery	Thumbnail + text	N/A	Search results, related videos
Bumper Ads	6-second videos	No	Before videos
Non-Skippable	15-20 second videos	No	Before/during videos

Additional Types:

Overlay Ads: Banner ads appearing over videos
Sponsored Cards: Product information cards during videos
Masthead Ads: Premium placement on YouTube homepage

Mnemonic: "True, Bumper, Non-Skip, Overlay" (TBNO)

Question 4(b OR) [4 marks]

Suppose you are planning to launch a new product and want to leverage YouTube ads. Which type of YouTube ad format would you choose and why?

Answer:

Recommended Ad Format: TrueView In-Stream

Justification:

Factor	Advantage	Benefit
Cost Efficiency	Pay only for views >30 seconds	Budget optimization
Engagement	Viewer choice to continue watching	Higher intent audience
Reach	Massive YouTube audience	Brand awareness
Targeting	Precise audience selection	Relevant exposure

Implementation Strategy:

Video Length: 2-3 minutes showcasing product benefits
Hook: Compelling first 5 seconds to prevent skipping
CTA: Clear call-to-action for product website visit
Targeting: Interest-based and demographic targeting

Example - New Smartphone Launch:

Creative: 2-minute video highlighting unique features
Targeting: Tech enthusiasts, smartphone shoppers
Budget: Start with $5,000 for initial testing
Metrics: Focus on view rate, click-through rate, conversions

Alternative Consideration: Bumper ads for brand awareness due to guaranteed completion

Mnemonic: "Choose TrueView for True Value" (CTTV)

Question 4(c OR) [7 marks]

Explain the concept of Dynamic Ads and give an example of how they can be personalized to engage with the LinkedIn audience.

Answer:

Dynamic Ads Concept:

Feature	Description	Benefit
Personalization	Uses member profile data	Higher relevance
Automation	Automatically customizes content	Scale and efficiency
Targeting	Precise professional targeting	Better ROI
Formats	Multiple ad formats available	Versatile messaging

Types of LinkedIn Dynamic Ads:

graph LR
    A[Follower Ads] --> D[Dynamic Personalization]
    B[Spotlight Ads] --> D
    C[Job Ads] --> D
    D --> E[Enhanced Engagement]

Personalization Example - HR Software Company:

Target: HR Managers at companies with 100+ employees
Personalization Elements:
- Member name: "Hi [FirstName]"
- Company name: "Streamline HR at [CompanyName]"
- Job title: "Perfect for [JobTitle] like you"
- Profile image: Use member's LinkedIn photo

Ad Copy Example: "Hi Sarah, Streamline HR processes at TechCorp with our automated solution. Perfect for HR Directors like you who want to reduce manual tasks by 50%."

Implementation Best Practices:

A/B Testing: Test different personalization elements
Relevance: Ensure messaging aligns with member's role and industry
Value Proposition: Clear benefit statement for specific job function
Landing Page: Customize landing page to match ad personalization

Mnemonic: "Personal Professional Precise Powerful" (PPPP)

Question 5(a) [3 marks]

Explain the metrics and data available in Facebook Insights.

Answer:

Metric Category	Specific Metrics	Purpose
Page Performance	Likes, follows, reach, impressions	Growth tracking
Audience Demographics	Age, gender, location, language	Audience understanding
Post Performance	Engagement rate, shares, comments	Content optimization
Video Metrics	View duration, completion rate	Video content analysis

Key Insights Available:

Page Insights: Overall page performance and growth trends
Post Insights: Individual post engagement and reach data
Audience Insights: Detailed demographics and behavior patterns
Video Insights: Comprehensive video performance analytics

Mnemonic: "Performance, Demographics, Posts, Videos" (PDPV)

Question 5(b) [4 marks]

What are drip campaigns, and how can they be beneficial in email marketing?

Answer:

Drip Campaign Definition: Automated email sequences sent based on specific triggers or time intervals to nurture leads and guide them through the customer journey.

Campaign Type	Trigger	Purpose	Example
Welcome Series	New subscription	Onboarding	5-email introduction sequence
Abandoned Cart	Cart abandonment	Recovery	Reminder + discount offer
Re-engagement	Inactivity	Retention	"We miss you" campaigns
Educational	Interest indication	Nurturing	Weekly tips and tutorials

Benefits in Email Marketing:

Automation: Saves time and ensures consistent communication
Personalization: Tailored content based on user behavior
Lead Nurturing: Gradually builds trust and relationship
Higher Conversion: Strategic timing improves conversion rates

Implementation Example:

Day 1: Welcome email with brand introduction
Day 3: Product showcase with customer testimonials
Day 7: Educational content and tips
Day 14: Special offer for first purchase

Mnemonic: "Drip Delivers Persistent Personalization" (DDPP)

Question 5(c) [7 marks]

Explain different types of ad extensions available in Google Ads with an example of each.

Answer:

Google Ads Extensions Types:

Extension Type	Purpose	Example
Sitelink Extensions	Additional page links	"Shop Now", "Contact Us", "About Us"
Call Extensions	Phone number display	"(555) 123-4567" click-to-call
Location Extensions	Business address	"123 Main St, City, State"
Callout Extensions	Additional text highlights	"Free Shipping", "24/7 Support"

Advanced Extensions:

Extension	Function	Implementation Example
Structured Snippets	Categorized information	Services: Web Design, SEO, PPC
Price Extensions	Service/product pricing	"Basic Plan: $29/month"
App Extensions	Mobile app downloads	"Download our iOS app"
Promotion Extensions	Special offers	"20% Off First Order"

Ad Extensions
├── Sitelink Extensions
│   ├── Shop Now
│   ├── Contact Us
│   └── About Us
├── Call Extensions
│   └── (555) 123-4567
├── Location Extensions
│   └── 123 Main St, City
└── Callout Extensions
    ├── Free Shipping
    └── 24/7 Support

Implementation Benefits:

Increased CTR: Extensions make ads more prominent and informative
Better Quality Score: Google rewards ads with relevant extensions
Enhanced User Experience: Provides multiple pathways for user engagement
Cost Efficiency: No additional cost, only pay for main ad clicks

Best Practices:

Relevance: Ensure extensions match ad content and landing page
Mobile Optimization: Use call extensions for mobile campaigns
Regular Updates: Keep promotional extensions current with active offers

Mnemonic: "Site, Call, Location, Callout, Structure, Price, App, Promotion" (SCLCSPAP)

Question 5(a OR) [3 marks]

Describe the factors that influence ad delivery and reach on Facebook.

Answer:

Factor Category	Specific Factors	Impact
Ad Quality	Relevance score, user feedback	High - Algorithm priority
Audience	Size, engagement rate, competition	Medium - Reach potential
Budget	Daily/lifetime budget, bidding	High - Delivery frequency
Timing	Posting schedule, audience activity	Medium - Engagement optimization

Algorithm Considerations:

Relevance Score: Higher scores get better delivery and lower costs
User Feedback: Negative feedback reduces ad delivery
Competition: Higher competition increases costs and reduces reach
Ad Frequency: Optimal frequency prevents ad fatigue

Mnemonic: "Quality, Audience, Budget, Timing" (QABT)

Question 5(b OR) [4 marks]

Give the difference between PPC and SEO.

Answer:

Aspect	PPC (Pay-Per-Click)	SEO (Search Engine Optimization)
Cost	Immediate payment per click	Long-term investment, no direct cost per click
Time to Results	Immediate visibility	3-6 months for significant results
Sustainability	Stops when budget ends	Continues without ongoing payment
Control	Complete control over targeting	Limited control over rankings

Detailed Comparison:

PPC Advantages: Instant results, precise targeting, measurable ROI
SEO Advantages: Cost-effective long-term, builds credibility, sustainable traffic
PPC Disadvantages: Ongoing costs, competition drives up prices
SEO Disadvantages: Time-intensive, algorithm dependency, no guaranteed results

Strategic Application:

PPC: Use for immediate results, product launches, seasonal campaigns
SEO: Build for long-term organic traffic, brand authority, cost efficiency
Combined Approach: Use both for comprehensive search marketing strategy

Mnemonic: "Pay for Position vs. Patience for Position" (PPPP)

Question 5(c OR) [7 marks]

Explain the different types of Google Ads Campaigns and their purposes.

Answer:

Google Ads Campaign Types:

Campaign Type	Primary Purpose	Ad Formats	Best For
Search	Capture search intent	Text ads	High-intent keywords
Display	Brand awareness	Image/video banners	Visual brand promotion
Shopping	Product promotion	Product listings	E-commerce sales
Video	Engagement	YouTube ads	Brand storytelling
App	App promotion	App install ads	Mobile app downloads

Detailed Campaign Purposes:

graph TD
    A[Search Campaigns] --> F[Direct Response]
    B[Display Campaigns] --> G[Brand Awareness]
    C[Shopping Campaigns] --> H[Product Sales]
    D[Video Campaigns] --> I[Engagement]
    E[App Campaigns] --> J[App Downloads]

Advanced Campaign Types:

Smart Campaigns: Automated targeting and bidding for small businesses
Local Campaigns: Drive visits to physical store locations
Discovery Campaigns: Reach users across Google's feed-based properties
Performance Max: AI-driven campaigns across all Google properties

Campaign Selection Strategy:

Search: Target users actively searching for your products/services
Display: Build awareness among broader audience with visual content
Shopping: Showcase products with images, prices, and reviews
Video: Tell brand story and demonstrate products in action
App: Drive mobile app installations and engagement

Budget Allocation Example:

E-commerce Business: 40% Search, 25% Shopping, 20% Display, 15% Video
Service Business: 50% Search, 30% Display, 20% Local campaigns

Performance Optimization:

Search: Focus on keyword relevance and landing page quality
Display: Optimize creative elements and audience targeting
Shopping: Ensure product feed accuracy and competitive pricing
Video: Create engaging content with clear call-to-actions

Mnemonic: "Search, Display, Shopping, Video, App" (SDSVA)