Description

Digital Marketing

Jun 2026 Examination

 

 

Q1. An online retailer sees steady traffic from Google Ads but faces rising competition and an increasing cost-per-acquisition (CPA). Current ad copy and extensions are generic, leading to low click-through rates (CTR) despite high-quality product offers. The performance marketing manager wants to leverage ad extensions and A/B testing to optimize visibility, messaging, and conversion metrics in future campaigns. Utilize ad extension and split testing models to enhance the retailer’s Google Ads performance. How would you apply different extension types, test ad variations, and use key metrics to identify and implement the most effective combinations? Provide a rationale for your approach, linking it to improved CTR, conversion rates, and reduced CPA.

Ans 1.

Introduction

Rising competition in paid search consistently drives up cost-per-acquisition for online retailers. When ad copy is generic and extensions are underutilised, the ads blend into a crowded search results page. Clicks fall, quality scores decline, and Google charges more per click over time. The performance marketing manager has correctly identified ad extensions and A/B testing as the two primary levers to reverse this trend. Used together systematically, these tools can meaningfully improve CTR, conversion rate, and ultimately reduce CPA.

Concept and Application

Ad extensions expand a Google ad’s real estate on the search results page by adding

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Q2 (A). Imagine you are the Head of Digital Marketing for a fast-growing e-commerce platform facing strong competition from major online marketplaces. Your SEO team has implemented a variety of techniques, including on-page optimization, technical improvements, user-generated content, and link building. Despite these efforts, organic traffic is plateauing and domain authority still lags behind competitors. Some team members advocate for investing more in technical SEO, while others believe strengthening content and off-page strategies will have a greater impact. You must prioritize limited resources and recommend a path forward to the executive board. Evaluate the merits of prioritizing technical SEO enhancements versus focusing on content quality and off-page strategies to overcome stagnating organic growth.

Ans 2a.

Introduction

Organic traffic plateauing is a common challenge for e-commerce platforms that have already completed their foundational SEO work. The debate between technical SEO and content plus off-page strategy reflects a real strategic choice about where marginal effort produces the highest return. Both approaches have merit, but at this stage of the platform’s SEO maturity, the direction with the greatest impact needs careful evaluation.

Concept and Application

Technical SEO ensures that a website is crawlable, indexable, fast, and structurally sound. It

 

Q2 (B). A global consumer electronics brand has allocated significant resources to real-time social media engagement. During a major product launch, the marketing team monitors trending hashtags and breaking news to craft live responses and participate in ongoing conversations. However, after the campaign, internal feedback is divided: some argue this strategy maximized reach and relevance, while others believe several posts felt opportunistic and slightly off-message. As the marketing lead, you must weigh the short-term gains in visibility against potential risks to brand integrity and long-term trust. Critically evaluate the effectiveness of prioritizing real-time social media engagement during high-profile events. How would you assess and justify improvements to ensure a balance between leveraging trending topics and maintaining consistent brand values in future campaigns?

Ans 2b.

Introduction

Real-time social media engagement has become a standard tactic during product launches and major events. The ability to respond to trending conversations can dramatically amplify brand visibility at low incremental cost. However, for a global consumer electronics brand with a carefully built identity, every real-time post carries reputational risk. The internal disagreement