Description
Digital Marketing
Dec 2026 Examination
Q1 A start-up specializing in eco-friendly travel accessories wants to launch its first online advertising campaign before an upcoming holiday season. The marketing lead has identified several products to promote and created a list of relevant search keywords. However, budget constraints mean the company must tightly manage cost and prioritize campaigns that deliver conversions. The lead is not sure whether to focus on CPC, CPA, or CPM bidding, nor how to align these models with campaign goals. They seek actionable recommendations on structuring a Google Ads campaign to maximize ROI. Apply your knowledge of PPC pricing models (CPC, CPA, CPM) and their practical implications to recommend an optimal bidding strategy for the start-up. How should the campaign structure, keyword selection, and performance metrics be set up to ensure efficient budget use and high conversion rates? (10 Marks)
Ans 1.
Introduction
This eco-friendly travel accessories start-up has a tight budget. It also has a hard deadline before the holiday season. The marketing lead must choose between three PPC pricing models. These are CPC, CPA, and CPM. Each one suits a different campaign goal. Picking the right one, and structuring the campaign well, decides whether this launch succeeds or wastes scarce budget. Aligning the bidding model with real goals, and setting up the right structure, can maximize returns even with limited funds. Structuring keywords and metrics carefully protects every rupee of this limited budget.
Concept and Application
Understanding the Three Pricing Models
CPC means cost per click. The company pays only when someone clicks the ad. CPA means cost
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Q2 (A) An agency selects social media platforms for client campaigns primarily based on reach statistics and competitor activity. Recent reports, however, reveal underwhelming conversion rates and limited follower growth. The strategy team questions whether the current scoring system should place more weight on where their target segments are active and platform growth trajectory, as opposed to just industry benchmarks and current popularity. Critically evaluate the agency’s current platform selection process, which prioritizes reach and industry norms over audience alignment and growth potential. Provide a justified recommendation for a more effective platform scoring and prioritization methodology that addresses business objective alignment and ensures sustainable ROI. (5 Marks)
Ans 2(A).
Introduction
This agency picks platforms based on reach and what competitors are doing. This sounds reasonable at first. But results tell a different story. Conversion rates are weak. Follower growth is slow. The real problem is the scoring method itself.
Concept and Application
Why Reach and Benchmarks Fall Short
Reach numbers look impressive in a report. But reach alone does not mean the right people are
Q2 (B) A fast-growing D2C beauty brand relies heavily on permission-based email marketing to drive sales and maintain customer relationships. They have recently observed rising unsubscribe rates and consumer feedback indicating irritation over frequent and seemingly irrelevant email blasts. While leadership views high frequency as critical to brand awareness, the CRM team warns of long-term harm to sender reputation and customer trust. The team is divided about whether to reduce frequency, improve segmentation, or overhaul content personalization. Critically evaluate the competing perspectives on email send frequency, segmentation, and personalization in this scenario. Weigh the short-term business benefits against the long-term risks to brand reputation and deliverability. Recommend and justify a comprehensive approach to optimize both engagement and subscriber retention, referencing best practices in permission-based email marketing. (5 Marks)
Ans 2(B).
Introduction
This beauty brand sends frequent emails to stay visible. Unsubscribe rates are now rising fast. Customers feel irritated by the volume. Leadership wants to keep sending often. The CRM team
