Description

Digital Marketing

Dec 2025 Examination

 

 

Q1. A local fitness studio in Mumbai is launching a new membership drive and wants to use Google Ads to attract new customers. The studio’s owner has noticed that previous online ads reached a broad audience, resulting in low conversion rates and wasted budget. The campaign manager is now tasked with refining the targeting strategy using Google Ads’ advanced options, including location (city, radius), demographics (age, gender, income), and interests (fitness, wellness). The goal is to ensure that ads are shown only to users most likely to visit the studio and sign up for a membership. How should the campaign manager apply Google Ads’ targeting options (location, demographics, interests) to design a campaign for a local fitness studio, ensuring the ads reach the most relevant audience and drive in-store sign-ups? (10 Marks)

Ans 1.

Introduction

In today’s digital world, Google Ads helps businesses reach the right audience and grow effectively. For a local fitness studio in Mumbai planning a new membership drive, precision in targeting is the key to achieving higher conversions and avoiding wasted ad spend. Previous campaigns that cast too broad a net resulted in minimal impact because ads reached people outside the studio’s actual serviceable radius or individuals who lacked interest in fitness. By using Google Ads’ advanced options—location, demographics, and interest-based targeting—the campaign manager can significantly improve ad performance. A carefully designed campaign tailored to the right audience ensures not only visibility but also real, measurable outcomes such as in-store visits and new membership

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Q2(A). A mid-sized e-commerce company has invested heavily in on-page SEO, focusing on high-quality content, fast-loading mobile pages, and a robust internal linking structure. However, their off-page efforts—such as acquiring backlinks and engaging on social media—are minimal. Despite improved user experience metrics, their organic traffic growth has plateaued, and competitors with strong off-page SEO are outranking them. Assess the decision of a mid-sized e-commerce company to prioritize on-page SEO elements such as content quality, mobile optimization, and internal linking over off-page strategies like backlink building and social media engagement. Critique this approach in the context of current SEO best practices and justify how a more balanced strategy could impact their search rankings and user engagement. (5 Marks)

Ans 2a.

Introduction

Search Engine Optimization (SEO) plays a vital role in improving online visibility and attracting organic traffic for e-commerce companies. A mid-sized company focusing heavily on on-page SEO elements such as content quality, mobile speed, and internal linking ensures that users enjoy a smooth experience on their site. However, relying only on on-page efforts without equally investing in off-page strategies like backlinks and social media engagement can limit overall growth. Modern SEO success requires balancing both

 

 

Q2(B). Dove’s ‘Real Beauty Sketches’ campaign went viral, garnering over 114 million views and extensive media coverage. The campaign used emotional storytelling to challenge self-perceptions of beauty, but also faced criticism for potentially reinforcing certain beauty standards and for perceived corporate motives. As a marketing strategist, you are tasked with assessing the campaign’s impact on brand perception and recommending ways to address public criticism while maintaining the campaign’s positive momentum. Critically evaluate the effectiveness of Dove’s ‘Real Beauty Sketches’ campaign in achieving both emotional engagement and brand reinforcement, considering the potential criticisms regarding societal beauty standards and corporate authenticity. How should Dove address these criticisms to sustain long- term brand trust and relevance? (5 Marks)

Ans 2b.

Introduction

Dove’s ‘Real Beauty Sketches’ campaign is one of the most recognized examples of emotional storytelling in digital marketing. By challenging women’s perceptions of beauty, it created an emotional bond and earned over 114 million views worldwide. The campaign positioned Dove as a brand advocating self-confidence and authenticity. However, while it gained positive attention, it also faced criticism for reinforcing narrow beauty ideals and being seen as a corporate tactic. Assessing both its strengths and weaknesses reveals how