Section 1 — Foundations (Days 1–4) · Questions 1–5
Question 1 of 20
Which three qualities BEST describe what makes digital marketing fundamentally different from traditional advertising?
A
Cheaper, faster, and more colourful
B
Measurable, targetable, and affordable for any business size
C
Social, mobile, and visual
D
Automated, global, and free
Question 2 of 20
What is 'attribution' in digital marketing?
A
The creative style used in an ad campaign
B
Crediting a specific marketing touchpoint for causing a customer to take an action
C
The total budget allocated to a campaign
D
The process of targeting ads to specific demographics
Question 3 of 20
A business spends ₹25,000 on ads and generates ₹1,00,000 in sales. What is their ROAS?
Question 4 of 20
What is the correct order of how Google processes web content?
Question 5 of 20
Which digital marketing channel typically takes the longest to show results but provides free ongoing traffic once established?
D
Programmatic Advertising
Section 2 — Channels & Funnel (Days 5–6) · Questions 6–9
Question 6 of 20
What is the fundamental difference between Google Ads and Meta Ads?
A
Google Ads are more expensive
B
Google Ads targets active searchers (intent); Meta Ads targets based on interests and behaviour
C
Meta Ads are only for video content
D
Google Ads only works for e-commerce
Question 7 of 20
What does AIDA stand for?
A
Advertising, Influence, Data, Analytics
B
Awareness, Interest, Desire, Action
C
Audience, Intent, Demographic, Acquisition
D
Attention, Interaction, Demand, Acquisition
Question 8 of 20
Which channel has the highest average ROI benchmark — approximately ₹42 returned per ₹1 spent?
Question 9 of 20
A business only runs Google Search Ads. What is the main part of the customer journey they are missing?
A
The action stage — people don't buy from search ads
B
Nothing — search ads cover all stages
C
The awareness and interest stages — people who don't yet know the brand exist
D
The retention stage — search ads can't retain customers
Section 3 — Industries & Applications (Days 7–9) · Questions 10–13
Question 10 of 20
What does D2C stand for, and what makes it different from traditional retail?
A
Digital to Consumer — selling only through digital ads
B
Direct to Consumer — selling directly to end customers without retailers or middlemen
C
Discount to Customer — a pricing strategy
D
Data to Consumer — using data to personalise products
Question 11 of 20
Why do real estate and education businesses have longer sales cycles than e-commerce?
A
Their websites are harder to navigate
B
They spend less on digital advertising
C
The purchase involves high financial commitment and risk, requiring extensive consideration
D
Their audience is less comfortable with online buying
Question 12 of 20
What is Google Business Profile and why is it important for local businesses?
A
A paid advertising platform for local businesses
B
A free tool controlling how a business appears on Google Maps — hours, photos, reviews, contact info
C
A website builder for small businesses
D
A social media platform for local communities
Question 13 of 20
A customer adds a product to their cart but leaves without buying. The next day they see an Instagram ad for that exact product. This is called:
A
Search Engine Optimisation
C
Retargeting (remarketing)
Section 4 — Mistakes, Tools & Costs (Days 10–12) · Questions 14–17
Question 14 of 20
A business spends ₹1,00,000/month on ads but their website takes 12 seconds to load on mobile. What is the most urgent fix?
B
Switch from Google to Meta Ads
C
Fix the website speed — slow load times kill conversions and waste all ad spend
Question 15 of 20
Which tool shows you how your website pages perform in organic search — clicks, impressions, and average position?
Question 16 of 20
What are the three main categories of digital marketing costs?
A
Design, copywriting, and photography
B
Ad spend (platform fees), agency/freelancer fees, and tools/software subscriptions
C
Website hosting, domain, and SSL certificate
D
Social media followers, email subscribers, and website visitors
Question 17 of 20
Why is Customer Lifetime Value (CLV) often more important than Cost Per Acquisition (CPA) for e-commerce?
A
CLV is easier to calculate
B
CPA only measures free traffic
C
CLV accounts for repeat purchases — an acquisition can be profitable even if the first sale barely covers ad costs
D
CLV is required by law for financial reporting
Section 5 — Strategy & Integration (Days 13–14) · Questions 18–20
Question 18 of 20
In an integrated digital marketing plan, which step should come FIRST?
A
Select the advertising channels
C
Define the audience — who exactly is the customer?
Question 19 of 20
Which channel is best assigned to the 'retention' stage — bringing customers back after their first purchase?
Question 20 of 20
For an e-commerce business, which two metrics together BEST indicate whether the overall digital marketing system is working?
A
Social media followers and website page views
B
Number of ad campaigns and email open rate
C
Return on Ad Spend (ROAS) and Customer Lifetime Value (CLV)
D
Number of emails sent and Instagram impressions
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