MAHINDRA UNIVERSITY SCHOOL OF MANAGEMENT

SUPPLEMENTARY EXAM

Full Name
Roll number
Subject Digital Advertising
Time 2 Hours (120 minutes; 7200 seconds)
Points 100

Instructions
• Use tables and figures to illustrate your answers
• SUBMIT YOUR ANSWERS IN THE SAME SHEET

1. Explain Search engine optimization (SEO) briefly (5 lines definition). Explain the
procedure to conduct SEO of a website with the example of MU website. First, outline
the process, and then explain the example. What tools will you use? (30 points)

2. Explain PPC (Paid per click) campaigns in search engines (5 lines definition). How
will you conduct one for different stages of the customer journey? Take the example
of a car buying process of a typical customer and Toyota car company. Explain the
PPC campaign building process with two different stages of the customer journey.
Show samples Google ads for each stage (sketch them) (40 points)

3. What is web analytics data? Explain atleast 3 categories of web analytics data that a
marketer can use in analytics dashboards and how the data can be used for better
digital marketing decisions. (30 points)