Description
Digital Marketing
Jun 2026 Examination
Q1. A regional gym chain wants to promote its new fitness app subscription using Google Ads but is unsure which ad variation will generate the most sign-ups. They plan to conduct an A/B test: Version A focuses on a time-limited discount offer, while Version B highlights user testimonials and app features. The initial test results show a higher click-through rate (CTR) for Version A, but Version B delivers a better conversion rate (CVR). The marketing manager needs to decide which ad to keep, considering both short-term and long-term goals. Apply A/B testing frameworks to interpret the test results and recommend an evidence-based decision on which ad version to prioritize. Discuss how these insights should guide future SEA optimization efforts for the fitness app and how to communicate these findings to management. (10 Marks)
Ans 1.
Introduction
A/B testing is one of the most reliable tools in digital marketing because it replaces opinion with evidence. When two ad variations produce different results on different metrics, the real challenge is not just picking a winner but understanding what each metric is actually telling you about your audience. In this case, Version A wins on CTR while Version B wins on CVR. These are not contradictory results. They are complementary insights that together tell a very clear story about user psychology, campaign strategy, and the true nature of the gym chain’s target customer that the marketing manager can act on immediately to improve both
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Q2 (A). A global wellness brand is facing inconsistent engagement across its major social media platforms. Their marketing team recently launched a variety of posts, videos, stories, polls, and articles, yet results remain mixed. Leadership is concerned that the content is failing to align with measurable business goals and lacks a unifying brand voice. Stakeholders demand clear direction, demanding proof that social efforts drive brand awareness and conversions while maintaining reputation and messaging consistency in an increasingly competitive industry landscape. Evaluate the effectiveness of this company’s current social media content strategy in aligning with business objectives. Considering the importance of SMART goals, brand voice, and platform-specific content, what improvements would you recommend to ensure consistent engagement and measurable impact across platforms? Justify your suggestions with reference to best practices. (5 Marks)
Ans 2(A).
Introduction
Posting a variety of content formats across multiple platforms without a unifying strategy is not a social media strategy. It is experimentation without direction. For a global wellness brand where trust and consistency are core brand values, this approach does more damage than doing less. Mixed engagement results are a symptom of a deeper structural problem in how goals and content are being planned.
Concept and Application
The root cause of this brand’s engagement inconsistency is the absence of SMART goals at
Q2 (B). A leading consumer brand runs frequent seasonal campaigns and uses automated quality assurance and variable testing for every launch. However, inconsistencies remain, some campaigns generate high click-through rates but also trigger elevated unsubscribe and complaint rates, and there are suspicions that visually appealing emails are sometimes flagged as spam. The marketing manager needs to identify the true cause and decide on future campaign priorities. Evaluate how the interplay of email content, visual design, and quality assurance testing may lead to both improved engagement and potential deliverability issues in this scenario. What recommendations would you prioritize to resolve these contradictions while safeguarding sender reputation? Support your answer with a balanced assessment. (5 Marks)
Ans 2(B).
Introduction
High CTR combined with high unsubscribe rates is one of the most misread signals in email marketing. It feels like success on the surface but signals a deeper problem: the wrong people are opening the email, or the right people feel deceived by what they find inside. For a brand that prides itself on quality, this contradiction deserves a root cause investigation rather than a tactical patch.
Concept and Application
The most likely cause of this brand’s problem is a misalignment between subject line promise
