Digital Marketing Strategy | IMC, Google Ads, SEO & Consumer Behavior | 100+ MCQs with Answers
Q1. What is the “holy grail of marketing” as discussed in the course?
A. Maximizing ad impressions
B. Reaching the right person at the right time with the right message
C. Increasing cost per click
D. Expanding customer lifetime value
✅ Answer: B. Reaching the right person at the right time with the right message
Q2. What is the primary focus of the Digital Marketing Strategy course taught by Prof. Jasm Ha?
A. Tactical marketing tools
B. Strategic issues in digital marketing
C. Technological implementation
D. Search engine algorithm design
✅ Answer: B. Strategic issues in digital marketing
Q3. Which of the following statements best describes digital marketing expertise?
A. It is static and unchanging
B. It evolves so fast that no one can claim complete expertise
C. It is confined to SEO and social media
D. It is dominated by traditional marketing theories
✅ Answer: B. It evolves so fast that no one can claim complete expertise
Q4. Which of the following is not a core marketing communication objective?
A. Spreading awareness
B. Educating the audience
C. Gathering customer feedback
D. Ignoring business costs
✅ Answer: D. Ignoring business costs
Q5. What are the two main factors in determining the “right time” to communicate with customers?
A. Context and Cost
B. Intent and Context
C. Reach and Frequency
D. Brand and Recall
✅ Answer: B. Intent and Context
Q6. What does the “social contract of the internet” refer to?
A. Free content in exchange for watching advertisements
B. Paid subscriptions for exclusive access
C. Government regulation of digital ads
D. Privacy laws governing digital marketing
✅ Answer: A. Free content in exchange for watching advertisements
Q7. What is the main business goal of a website like Times of India?
A. To generate premium subscriptions
B. To increase ad revenue by showing more ads
C. To create viral news
D. To sell digital products
✅ Answer: B. To increase ad revenue by showing more ads
Q8. Why do display ads often fail to generate meaningful conversions?
A. High click-through rate
B. Lack of user intent or context
C. High personalization
D. Real-time targeting
✅ Answer: B. Lack of user intent or context
Q9. What is the pricing model commonly used for display ads?
A. CPC – Cost per Click
B. CPM – Cost per Thousand Impressions
C. CPL – Cost per Lead
D. CPA – Cost per Acquisition
✅ Answer: B. CPM – Cost per Thousand Impressions
Q10. Why is the CPM model preferred for awareness campaigns?
A. It’s the most expensive
B. It optimizes conversions
C. It provides large reach at low cost
D. It ensures high personalization
✅ Answer: C. It provides large reach at low cost
Q11. What distinguishes Google’s ad model from that of Times of India?
A. Google charges on impressions
B. Google optimizes for context and user intent
C. Google ignores user experience
D. Google only displays banner ads
✅ Answer: B. Google optimizes for context and user intent
Q12. What pricing model does Google primarily use for its ads?
A. CPM
B. CPC
C. CPA
D. CPL
✅ Answer: B. CPC
Q13. In the AIDA model, which stage follows “Interest”?
A. Awareness
B. Desire
C. Attention
D. Conversion
✅ Answer: B. Desire
Q14. What are the two primary parameters used in Google’s Ad Rank algorithm?
A. CPC and ROI
B. Bid value and Ad Quality
C. CTR and Budget
D. Relevance and CPM
✅ Answer: B. Bid value and Ad Quality
Q15. Why must Google ensure high ad quality?
A. To increase server efficiency
B. To maintain user experience and trust
C. To reduce CPC bids
D. To comply with government rules
✅ Answer: B. To maintain user experience and trust
Q16. Which of the following best describes “zero-click search”?
A. When users click multiple ads
B. When users are satisfied by the AI overview or SERP snippet without clicking
C. When no ads are displayed
D. When paid ads dominate the page
✅ Answer: B. When users are satisfied by the AI overview or SERP snippet without clicking
Q17. The “golden triangle” on the SERP refers to:
A. The top three paid ads
B. The top three pages where visibility is highest
C. The most expensive keywords
D. The best performing CPCs
✅ Answer: B. The top three pages where visibility is highest
Q18. Which of the following is not a typical SERP feature?
A. Paid ads
B. People Also Ask
C. Local pack
D. QR Code generator
✅ Answer: D. QR Code generator
Q19. What is the first step in building a keyword planner?
A. Setting budget
B. Identifying a seed keyword
C. Designing landing pages
D. Creating content calendar
✅ Answer: B. Identifying a seed keyword
Q20. Which of the following is not a keyword research tool mentioned in the course?
A. Google Keyword Planner
B. SEMrush
C. Moz Keyword Explorer
D. Google Autosuggest
✅ Answer: C. Moz Keyword Explorer
Q21. “People Also Ask” and “Autosuggest” are used primarily to:
A. Predict ad costs
B. Identify long-tail keyword ideas
C. Track ROI
D. Determine bid ranking
✅ Answer: B. Identify long-tail keyword ideas
Q22. In a keyword planner, which column is used as a proxy for impression volume?
A. Search Volume
B. CPC
C. Target Impressions
D. Budget
✅ Answer: A. Search Volume
Q23. The CPC column in a keyword planner helps estimate:
A. Impression cost per thousand
B. Cost incurred per user click
C. Average monthly searches
D. Conversion rate
✅ Answer: B. Cost incurred per user click
Q24. The keyword planner must map which customer journey stages?
A. Awareness and Conversion only
B. Lead qualification, eligibility check, and dispersal
C. Purchase and Retention
D. Engagement and Feedback
✅ Answer: B. Lead qualification, eligibility check, and dispersal
Q25. ROAS stands for:
A. Return on Ad Spend
B. Rate of Ad Success
C. Revenue over Ad Sales
D. Retention of Advertising Strategy
✅ Answer: A. Return on Ad Spend
Q26. Why should new businesses start with assumptions in their keyword planner?
A. To minimize costs
B. To refine based on flowing data
C. To ensure short-term ROI
D. To replace competitor analysis
✅ Answer: B. To refine based on flowing data
Q27. What determines the rest of the customer journey after an ad click?
A. Brand positioning
B. Website design and experience
C. Keyword targeting
D. Ad copy length
✅ Answer: B. Website design and experience
Q28. The term “cognitive misers” implies that customers:
A. Prefer complex tasks
B. Avoid effort and choose simpler actions
C. Seek long decision processes
D. Are detail-oriented
✅ Answer: B. Avoid effort and choose simpler actions
Q29. According to Clayton Christensen’s theory, customers see consumption as:
A. A leisure activity
B. A job to be done
C. An aesthetic experience
D. A marketing trick
✅ Answer: B. A job to be done
Q30. What is prioritized in digital design according to marketing logic?
A. Aesthetic appeal
B. Functionality and ease of use
C. Complex animation
D. Heavy visuals
✅ Answer: B. Functionality and ease of use
Q31. What is the “billion-dollar insight” about website performance?
A. A fast website, even if ugly, performs better than a slow, beautiful one
B. Beauty always converts better
C. Visuals outweigh speed
D. User interface doesn’t impact ROI
✅ Answer: A. A fast website, even if ugly, performs better than a slow, beautiful one
Q32. What causes users to abandon a digital journey most often?
A. Low CPC
B. Friction or complexity in design
C. Aesthetic overload
D. Keyword mismatch
✅ Answer: B. Friction or complexity in design
Q33. The number of steps in the funnel depends on:
A. Product price
B. Journey design complexity
C. Ad budget
D. Keyword volume
✅ Answer: B. Journey design complexity
Q34. Which user category forms the smallest segment of internet users?
A. New internet users
B. Digital natives
C. Unreached audience
D. Voice-based users
✅ Answer: B. Digital natives
Q35. Voice-based searches are typically characterized by:
A. Short keyword phrases
B. Long-tail, conversational strings
C. Abbreviated queries
D. Hashtags and symbols
✅ Answer: B. Long-tail, conversational strings
Q36. Which group primarily consumes vernacular or entertainment-based internet content?
A. Digital natives
B. New internet users
C. Unreached audience
D. Professional marketers
✅ Answer: C. Unreached audience
Q37. Voice search technology enhances accessibility for:
A. Multilingual and vernacular-speaking users
B. High-income digital natives only
C. Only English-speaking markets
D. Desktop-based audiences
✅ Answer: A. Multilingual and vernacular-speaking users
Q38. What was the only case analysis required for submission in the first session?
A. Apple Pay
B. Adobe Case
C. Ford Fiesta
D. Mastercard
✅ Answer: B. Adobe Case
Q39. What error was noted in the session schedule?
A. Two cases assigned to one team
B. Session number two was repeated twice
C. A missing Adobe case
D. Wrong submission deadline
✅ Answer: B. Session number two was repeated twice
Q40. Which sessions involved Apple Pay and Mastercard cases?
A. Session 2
B. Session 3
C. Session 4
D. Session 8
✅ Answer: C. Session 4
Perfect ✅ — continuing from Q41 onward, maintaining the same clean MBA-style format with bolded questions, single-line spacing, and clear answers.
Q41. In digital advertising, what does “optimization” primarily refer to?
A. Increasing ad frequency
B. Refining performance based on real-time data
C. Adding more ad formats
D. Reducing total impressions
✅ Answer: B. Refining performance based on real-time data
Q42. Why are CPM-based ads suitable for new brands?
A. They offer detailed audience targeting
B. They help create awareness at a low cost
C. They guarantee conversions
D. They use intent-driven placement
✅ Answer: B. They help create awareness at a low cost
Q43. Google’s CPC model is more expensive because:
A. It charges per thousand impressions
B. It captures audiences closer to purchase intent
C. It requires complex design
D. It’s a subscription-based model
✅ Answer: B. It captures audiences closer to purchase intent
Q44. The AIDA model connects best with which advertising strategy?
A. Random display ads
B. Funnel-based marketing
C. Organic SEO
D. Social media posting only
✅ Answer: B. Funnel-based marketing
Q45. The “Ad Quality” in Google Ads is determined by:
A. Budget size
B. Relevance and authenticity
C. Number of impressions
D. Ad duration
✅ Answer: B. Relevance and authenticity
Q46. If users stop finding relevant results on Google, it will lead to:
A. Higher CPC bids
B. Loss of user trust and reduced traffic
C. Better engagement
D. Increased conversions
✅ Answer: B. Loss of user trust and reduced traffic
Q47. The “People Also Ask” section helps marketers understand:
A. Competitive ad bids
B. Related user queries and content gaps
C. Search budgets
D. SERP structure only
✅ Answer: B. Related user queries and content gaps
Q48. In the SERP, “Local Map Listings” are most useful for:
A. International businesses
B. E-commerce websites only
C. Location-based services
D. Search engine optimization tracking
✅ Answer: C. Location-based services
Q49. What is one risk associated with AI Overview on SERP?
A. Lower CPC
B. Zero-click searches reducing website traffic
C. Increased cost of ranking
D. Overcrowded ad space
✅ Answer: B. Zero-click searches reducing website traffic
Q50. “Organic results” on SERP refer to:
A. Paid advertisements
B. Results achieved through SEO and content quality
C. Manually curated ads
D. Sponsored brand results
✅ Answer: B. Results achieved through SEO and content quality
Q51. Which of the following can lead to “ad wastage” in display marketing?
A. Over-personalization
B. Poor targeting and lack of intent data
C. Mobile optimization
D. Retargeting
✅ Answer: B. Poor targeting and lack of intent data
Q52. What does “Cost Per Mille” literally translate to?
A. Cost per click
B. Cost per thousand impressions
C. Cost per minute
D. Cost per lead
✅ Answer: B. Cost per thousand impressions
Q53. In marketing, what is meant by “Feedback from the audience”?
A. Website reviews only
B. Any response indicating customer perception of the brand
C. Conversion metrics
D. Email replies only
✅ Answer: B. Any response indicating customer perception of the brand
Q54. The combination of strategic and tactical elements in digital marketing aims to:
A. Focus only on branding
B. Align digital actions with business goals
C. Maximize ad spends
D. Replace traditional marketing fully
✅ Answer: B. Align digital actions with business goals
Q55. The “business outcome vs cost” trade-off highlights the importance of:
A. Value-driven marketing
B. Volume-based impressions
C. Price competition
D. Celebrity endorsements
✅ Answer: A. Value-driven marketing
Q56. What is one major limitation of traditional publishers like Times of India in digital ads?
A. Overuse of AI
B. Limited user data for personalization
C. Too many targeting filters
D. Real-time bidding errors
✅ Answer: B. Limited user data for personalization
Q57. Google’s algorithm balances two conflicting objectives — they are:
A. Revenue maximization and user experience
B. Branding and targeting
C. Ad bids and budgets
D. Relevance and aesthetics
✅ Answer: A. Revenue maximization and user experience
Q58. Why do marketers prefer being in the top three results of SERP?
A. Those positions get maximum visibility and clicks
B. They have lower CPC
C. They require no optimization
D. They avoid competition
✅ Answer: A. Those positions get maximum visibility and clicks
Q59. “Search Volume” in keyword research primarily indicates:
A. Keyword competitiveness
B. The number of times a keyword is searched within a period
C. CPC value
D. Conversion ratio
✅ Answer: B. The number of times a keyword is searched within a period
Q60. Mapping keywords to stages in the customer journey helps marketers:
A. Allocate budget randomly
B. Align messaging with buyer intent
C. Increase bounce rates
D. Design creative visuals
✅ Answer: B. Align messaging with buyer intent
Q61. What is the role of a “seed keyword”?
A. It’s a starting keyword for generating related terms
B. It’s the lowest CPC term
C. It’s a negative keyword filter
D. It’s used for meta description
✅ Answer: A. It’s a starting keyword for generating related terms
Q62. Which column in a keyword planner helps calculate ad spend?
A. Target impressions
B. CPC and Budget
C. CTR
D. Bounce rate
✅ Answer: B. CPC and Budget
Q63. “Customer Decision Journey” mapping ensures marketers:
A. Stop after awareness
B. Measure engagement post-click
C. Only focus on ROI
D. Create viral content
✅ Answer: B. Measure engagement post-click
Q64. A high ROAS means:
A. Campaign is unprofitable
B. The return on ad spend is strong
C. CPCs are low but conversions are weak
D. Ad frequency is excessive
✅ Answer: B. The return on ad spend is strong
Q65. Optimization in keyword planning involves:
A. Freezing the ad budget permanently
B. Continuously updating assumptions with new data
C. Ignoring CPC trends
D. Avoiding A/B testing
✅ Answer: B. Continuously updating assumptions with new data
Q66. A “frictionless journey” in digital marketing means:
A. Complex checkout
B. Minimal steps and easy usability
C. Longer forms for accuracy
D. Dynamic animations
✅ Answer: B. Minimal steps and easy usability
Q67. Why do customers abandon websites during purchase?
A. Ads are engaging
B. Interface is too fast
C. Too much friction or confusion in navigation
D. High CPCs
✅ Answer: C. Too much friction or confusion in navigation
Q68. Which design principle reflects Christensen’s “Jobs to be Done” theory?
A. Focus on customer jobs and ease
B. Maximize website aesthetics
C. Use abstract visuals
D. Gamify all user experiences
✅ Answer: A. Focus on customer jobs and ease
Q69. The “door handle vs knob” analogy demonstrates:
A. Preference for simple and functional design
B. Aesthetic superiority
C. Branding through symbols
D. Digital creativity
✅ Answer: A. Preference for simple and functional design
Q70. Why should speed take precedence over beauty in web design?
A. Users equate speed with brand quality
B. Slow websites lead to high bounce rates
C. SEO ranking depends solely on speed
D. Designers prefer it
✅ Answer: B. Slow websites lead to high bounce rates
Q71. The most important factor influencing digital user experience is:
A. Visual color palette
B. Page load time and simplicity
C. Ad budget
D. Animation frequency
✅ Answer: B. Page load time and simplicity
Q72. What defines “Digital Natives”?
A. Individuals born before the internet era
B. People comfortable and fluent with digital platforms
C. People new to using mobile apps
D. Offline customers transitioning online
✅ Answer: B. People comfortable and fluent with digital platforms
Q73. “New Internet Users” typically refer to:
A. Users familiar with digital ecosystems
B. First-generation users adapting to smartphones and online media
C. Only urban professionals
D. High-value customers
✅ Answer: B. First-generation users adapting to smartphones and online media
Q74. The “Unreached Audience” often uses the internet primarily for:
A. Social activism
B. Vernacular content and entertainment
C. Corporate training
D. Data analytics
✅ Answer: B. Vernacular content and entertainment
Q75. Why is voice-based search gaining importance?
A. It simplifies access for non-English users
B. It decreases mobile usage
C. It’s more expensive for marketers
D. It replaces SEO entirely
✅ Answer: A. It simplifies access for non-English users
Q76. Long-tail keywords are especially useful in:
A. Voice search optimization
B. Image SEO
C. Paid display campaigns only
D. Video advertising
✅ Answer: A. Voice search optimization
Q77. What type of users benefit the most from long-tail search strings?
A. Digital natives
B. Vernacular and voice-based users
C. Professional marketers
D. E-commerce sellers
✅ Answer: B. Vernacular and voice-based users
Q78. How can marketers adapt to a diverse digital audience?
A. By using multilingual and voice search optimization
B. By focusing only on English keywords
C. By ignoring low-income segments
D. By minimizing localization
✅ Answer: A. By using multilingual and voice search optimization
Q79. Why is understanding context as important as intent?
A. Context defines when and how to deliver messages effectively
B. It reduces ad spend
C. It replaces customer feedback
D. It automates SEO
✅ Answer: A. Context defines when and how to deliver messages effectively
Q80. The combination of “intent + context” ensures:
A. Higher awareness and lower engagement
B. Right message delivery at the right moment
C. Faster ad creation
D. Lower ROAS
✅ Answer: B. Right message delivery at the right moment
Q81. What is one major advantage of CPC over CPM?
A. It ensures payment only when interest is demonstrated
B. It lowers total impressions
C. It’s cheaper for awareness
D. It avoids targeting
✅ Answer: A. It ensures payment only when interest is demonstrated
Q82. The “Ad Rank” system directly influences:
A. Ad visibility and placement order
B. Content writing speed
C. Keyword generation tools
D. Brand tone
✅ Answer: A. Ad visibility and placement order
Q83. Why is search intent crucial in keyword planning?
A. It differentiates between awareness and purchase stage queries
B. It reduces bid costs
C. It maximizes impressions
D. It improves website speed
✅ Answer: A. It differentiates between awareness and purchase stage queries
Q84. How does personalization reduce ad wastage?
A. By showing irrelevant content
B. By targeting based on user intent and demographics
C. By using random placements
D. By increasing CPM
✅ Answer: B. By targeting based on user intent and demographics
Q85. The dynamic nature of SERP signifies that:
A. Search pages are static
B. Google continuously optimizes results for user experience
C. Organic ranking never changes
D. Ads always appear first
✅ Answer: B. Google continuously optimizes results for user experience
Q86. “AI Overview” on SERP is an example of:
A. A static listing
B. An evolving user-centric feature reducing clicks
C. Banner advertisement
D. Manual curation
✅ Answer: B. An evolving user-centric feature reducing clicks
Q87. Why is lead qualification critical post-click in the customer journey?
A. It filters high-intent leads for better ROI
B. It increases bounce rate
C. It limits impressions
D. It reduces engagement
✅ Answer: A. It filters high-intent leads for better ROI
Q88. Mapping decision stages helps identify:
A. Non-performing keywords
B. Conversion bottlenecks
C. Budget leaks
D. Competitor weaknesses
✅ Answer: B. Conversion bottlenecks
Q89. What connects digital strategy and tactical marketing?
A. Strategic objectives guide tactical execution
B. Both operate independently
C. Tactics override strategy
D. Technology replaces both
✅ Answer: A. Strategic objectives guide tactical execution
Q90. What does “organic marketing” rely on?
A. Paid promotions
B. SEO, content, and engagement
C. Banner advertising
D. Display networks
✅ Answer: B. SEO, content, and engagement
Q91. Which advertising type focuses primarily on reach?
A. Search ads
B. Display ads
C. Affiliate marketing
D. Video ads
✅ Answer: B. Display ads
Q92. In digital marketing, “optimization loop” refers to:
A. Static reporting
B. Iterative improvement based on performance metrics
C. Ignoring low-performing ads
D. Budget capping only
✅ Answer: B. Iterative improvement based on performance metrics
Q93. Which metric connects directly with business profitability?
A. ROAS
B. CTR
C. Impressions
D. Search Volume
✅ Answer: A. ROAS
Q94. Why is user experience considered a revenue driver for Google?
A. It ensures repeat searches and sustained ad revenue
B. It reduces competition
C. It increases ad bid variance
D. It enhances algorithm speed
✅ Answer: A. It ensures repeat searches and sustained ad revenue
Q95. Why are assumptions essential in new campaigns?
A. To provide baselines for testing and optimization
B. To skip market research
C. To finalize budgets early
D. To ignore competition
✅ Answer: A. To provide baselines for testing and optimization
Q96. What is the ultimate goal of mapping the customer journey?
A. To visualize every stage from awareness to conversion
B. To increase ad budget
C. To automate keywords
D. To improve design aesthetics only
✅ Answer: A. To visualize every stage from awareness to conversion
Q97. Which factor has the highest impact on online conversion rates?
A. Website speed and usability
B. Banner creativity
C. CPC cost
D. Keyword density
✅ Answer: A. Website speed and usability
Q98. In IMC, message consistency ensures:
A. Confusion among segments
B. Cohesive brand identity across channels
C. Multiple interpretations
D. Unrelated campaigns
✅ Answer: B. Cohesive brand identity across channels
Q99. The fusion of digital and traditional media in marketing is aimed at:
A. Cost reduction
B. Integrated reach and strategic alignment
C. Eliminating TV ads
D. Replacing social content
✅ Answer: B. Integrated reach and strategic alignment
Q100. Why are digital marketers considered continuous learners?
A. Because digital platforms evolve rapidly
B. Because marketing theories never apply
C. Because competition decreases
D. Because automation replaces skill
✅ Answer: A. Because digital platforms evolve rapidly
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