PRACTICAL FILE

OF
“DIGITAL MARKETING”
Submitted in partial fulfillment of the requirement for the award of the degree of
Masters of Business Administration (MBA)
From

MAHARSHI DAYANAND UNIVERSITY

ROHTAK
Session (2022-2024)
Submitted By =MANISHA PHULWANI
Registration No =2213021169
Roll No. =
 CONTENT
1. Difference between Startup, entrepreneurship & Bootstrap Business.

2. Google AdWords vs Google AdSense, SEO, SEM, Google Analytics, PPC,

CPC, CIR

3. Difference between Display Ads & Search Ads.

4. Importance of Sponsored Display Ads.

5. Use of Google Analytics.

6. Difference between SEO off page and SEO on page.

7. Different types of Google Ads.

8. Targeting, different types of Targeting used in digital Marketing.

9. Differentiate between LinkedIn Marketing. Instagram Marketing, and

Twitter Marketing with Analytic report of any event.

10.How does mobile and Search Engine Optimization (SEO) work together?
SECTION -A
Q1.) What is the difference between Startup, entrepreneurship & Bootstrap Business? Also list
the Strategies adopted by the Digital Marketer to maximize the sales?

ANS: A startup is a newly established business, entrepreneurship refers to the process of

creating and managing a business, while bootstrapping involves building a business with
minimal external funding. Digital marketers maximize sales through strategies like SEO
optimization, social media advertising, email marketing, content creation, and data analytics to
target and engage specific audiences effectively.

Q2.) Define the following terms: -

a. Google AdWords vs Google AdSense

b. SEO, SEM

c. Google AnalyticsX

d. PPC, CPC, CTR

ANS: A) Google AdWords is a platform for advertisers to create and manage paid advertising
campaigns on Google's search and display network. Google AdSense, on the other hand, allows
website owners to display ads on their sites and earn revenue from clicks or impressions.
AdWords is for advertisers, AdSense is for publishers.

B) SEO (Search Engine Optimization) involves optimizing website content to rank higher in
organic search results, enhancing visibility. SEM (Search Engine Marketing) includes paid
strategies like Google Ads to increase website visibility through sponsored listings. Both aim to
improve a site's search engine presence for better online visibility and traffic.

C) Google Analytics is a web analytics service that provides insights into website traffic and user
behavior. It tracks and reports data on user interactions, site performance, and audience
demographics. Businesses use Google Analytics to make data-driven decisions, optimize
websites, and measure the effectiveness of online marketing efforts.

D) PPC (Pay-Per-Click) is an online advertising model where advertisers pay a fee each time their
ad is clicked. CPC (Cost-Per-Click) is the actual cost an advertiser pays for each click in a PPC
campaign. CTR (Click-Through Rate) is the percentage of clicks compared to ad impressions,
measuring ad effectiveness.

Q3.) What is the difference between Display Ads & Search Ads? Also explain the importance of
Sponsored Display Ads?
ANS: Display ads appear on websites, using visuals to capture attention, while search ads show
in search engine results, triggered by specific keywords. Sponsored Display Ads on platforms like
Amazon or LinkedIn target specific audiences, enhancing brand visibility and driving product
consideration, especially on e-commerce and professional networks.

Q4.) What is the use of Google Analytics? Explain with suitable example

ANS: Google Analytics tracks website traffic, user behavior, and demographics. It helps
businesses analyze performance, optimize content, and assess marketing strategies. For
example, an e-commerce site can use Google Analytics to identify popular products, track
conversion rates, and refine marketing efforts based on user interactions for improved online
sales.

Q5.) What is the difference between SEO off page and SEO on page optimization? Also List types
of SEO tools used in Digital Marketing?

ANS: SEO on-page optimization involves optimizing content and HTML elements on a website
to improve search engine rankings. SEO off-page optimization focuses on external factors like
backlinks and social signals to enhance a site's authority. Both contribute to higher visibility and
better search engine performance.

Some popular types of SEO tools include:

1. Keyword Research Tools:

 Examples: SEMrush, Ahrefs, Google Keyword Planner.

2. On-Page SEO Tools:

 Examples: Yoast SEO, Moz, Screaming Frog.

3. Backlink Analysis Tools:

 Examples: Majestic, Open Site Explorer, Monitor Backlinks.

4. Rank Tracking Tools:

 Examples: Serpstat, AccuRanker, Rank Tracker.

5. Technical SEO Tools:

 Examples: Google Search Console, Bing Webmaster Tools, Screaming Frog.

6. Competitor Analysis Tools:

  Examples: SimilarWeb, SpyFu, SE Ranking.

7. Content Optimization Tools:

 Examples: Grammarly, Surfer SEO, Clearscope.

8. Local SEO Tools:

 Examples: Moz Local, Whitespark, BrightLocal.

9. Site Speed Testing Tools:

 Examples: Google PageSpeed Insights, GTmetrix, Pingdom.

10. Analytics Tools:

 Examples: Google Analytics, Adobe Analytics, Matomo.

11. Crawling and Indexing Tools:

 Examples: Screaming Frog, DeepCrawl, Botify.

SECTION B

Q1) What are different types of Google Ads illustrating with help of example?

ANS: Google Ads offers a variety of ad types to suit different marketing objectives. Here are
some prominent types with examples:

1. Search Ads:

 Description: Text-based ads that appear on Google search engine results pages.

 Example: A bakery using search ads for keywords like "fresh pastries" to appear
when users search for bakery products.

2. Display Ads:

 Description: Visual ads (banners, images, and rich media) displayed on the
Google Display Network.

 Example: An online clothing store using display ads to showcase new fashion
collections on relevant fashion websites.

3. Video Ads:

 Description: Ads shown on YouTube and across the Google Display Network in
video format.

 Example: A fitness brand creating video ads to promote workout equipment on

YouTube.

4. Shopping Ads:

 Description: Product-based ads that show images, prices, and store information.

 Example: An electronics retailer using shopping ads to feature specific products

like laptops or cameras in the Google Shopping section.

5. App Ads:

 Description: Ads that promote mobile apps and encourage users to download
them.

 Example: A gaming company advertising a new mobile game with an app ad

that directs users to download the game from the app store.

6. Local Service Ads:

 Description: Ads that help local businesses promote services to nearby

customers.
  Example: A local plumber using local service ads to appear at the top of search
results when users search for plumbing services in their area.

7. Discovery Ads:

 Description: Visual ads that appear in Google Discover, Gmail, and YouTube
Home feed.

 Example: A travel agency using discovery ads to showcase travel packages to

users interested in vacation planning.

8. Responsive Display Ads:

 Description: Ad format that adapts to different sizes and formats, appearing

across the Google Display Network.

 Example: An e-commerce site using responsive display ads to dynamically

showcase products on various websites.

These examples highlight the versatility of Google Ads, allowing advertisers to choose the most
suitable ad types based on their goals and target audience. Each ad type serves specific
purposes, from driving website traffic to increasing brand awareness or app downloads.
Q2.) What do you mean by Targeting? What are different types of Targeting used in digital
Marketing?

ANS: Targeting in Digital Marketing:

Targeting in digital marketing refers to the process of identifying and reaching out to a specific
audience with tailored messages and advertisements. It involves using various criteria to ensure
that marketing efforts are directed towards individuals who are more likely to be interested in a
product or service, thereby increasing the efficiency and effectiveness of marketing campaigns.

Different Types of Targeting in Digital Marketing:

1. Demographic Targeting:

 Description: Focusing on specific demographic characteristics such as age,

gender, income, education, and marital status.

 Example: A beauty brand targeting females aged 18-30 with skincare products.

2. Geographic Targeting:

 Description: Narrowing down the audience based on location, whether it's a

country, city, or radius around a physical store.

 Example: A local restaurant running ads to users within a 10-mile radius.

3. Behavioral Targeting:

 Description: Analyzing user behaviors, including website visits, search history,

and previous interactions, to deliver personalized content.

 Example: An online bookstore targeting users who have previously searched for
science fiction books.

4. Contextual Targeting:

 Description: Placing ads on websites and content that align with specific topics
or keywords related to the product or service.

 Example: An outdoor adventure gear brand placing ads on websites about hiking
and camping.

5. Interest-Based Targeting:

 Description: Targeting individuals based on their interests, hobbies, and

activities.
  Example: An electronics brand targeting users interested in photography with
ads for cameras and accessories.

6. Remarketing/Retargeting:

 Description: Reaching out to users who have previously interacted with a brand
or visited a website but did not complete a desired action.

 Example: An e-commerce site showing ads for abandoned cart items to users
who didn't complete the purchase.

7. Device Targeting:

 Description: Tailoring ads based on the device a user is using, such as mobile
phones, tablets, or desktop computers.

 Example: A mobile app developer targeting ads for in-app purchases specifically
to mobile users.

8. Custom Audiences:

 Description: Uploading and targeting a specific list of customer email addresses,

phone numbers, or user IDs.

 Example: An online subscription service targeting ads to its existing customer

base for a new premium feature.

9. Lookalike/Similar Audiences:

 Description: Creating a new audience similar to an existing customer base,

expanding reach to users with similar characteristics.

 Example: A fashion retailer targeting a lookalike audience based on the

characteristics of their most loyal customers.

10. Dayparting/Time-Based Targeting:

 Description: Showing ads at specific times of the day or on particular days to

optimize for when the target audience is most active.

 Example: An online food delivery service increasing ad visibility during lunch and
dinner hours.

Effective targeting is crucial for achieving marketing objectives, reducing costs, and maximizing
return on investment. By leveraging these targeting strategies, digital marketers can refine their
campaigns to connect with the right audience at the right time with the most relevant content.
Q3.) I. Differentiate between LinkedIn Marketing, Instagram Marketing, and Twitter Marketing
with Analytic report of any event?

ANS: Differentiating LinkedIn, Instagram, and Twitter Marketing with Analytical Insights:

LinkedIn, Instagram, and Twitter are powerful social media platforms, each offering unique
features and advantages for marketing purposes. Let's delve into their distinctions and analyze a
hypothetical event marketing scenario.

1. LinkedIn Marketing:

Characteristics:

 Professional Network: LinkedIn is a professional networking platform, ideal for B2B

marketing and professional networking.

 Content Focus: It emphasizes industry news, thought leadership, and business-related

content.

 Audience: Targeted towards professionals and businesses.

Analytical Insights:

 Engagement Metrics: Measure post engagement, such as likes, comments, and shares.

 Follower Growth: Track the growth of followers and their professional backgrounds.

 Click-Through Rate (CTR): Analyze the CTR of shared links and content.

Event Marketing Scenario:

 Objective: Promoting a B2B conference on technology trends.

 Strategy: Share insightful articles, promote speakers, and use sponsored content for
wider reach.

 Metrics: Monitor engagement on conference-related posts, analyze attendee

demographics, and measure the impact on professional connections.

2. Instagram Marketing:

Characteristics:

 Visual Focus: Instagram is a visual-centric platform, emphasizing photos, videos, and

storytelling.

 Youthful Audience: Popular among younger demographics, making it suitable for

lifestyle and visual brands.

 Engagement Features: Stories, IGTV, and Reels offer diverse content opportunities.
Analytical Insights:

 Likes and Comments: Assess engagement through likes and comments on posts.

 Impressions: Track how many users have seen your content.

 Follower Demographics: Understand the age, location, and interests of your audience.

Event Marketing Scenario:

 Objective: Promoting a music festival.

 Strategy: Share visually appealing content, use Instagram Stories for behind-the-scenes,
and leverage influencer partnerships.

 Metrics: Monitor post engagement, story views, and follower growth. Analyze the
impact of influencer collaborations on event awareness.

3. Twitter Marketing:

Characteristics:

 Real-Time Updates: Twitter is known for its real-time nature, making it suitable for news,
trends, and quick updates.

 Hashtags: Hashtags facilitate content discovery and trend participation.

 Concise Messaging: Limited character count encourages concise communication.

Analytical Insights:

 Engagement Metrics: Track likes, retweets, and replies for each tweet.

 Hashtag Performance: Analyze the reach and engagement of event-related hashtags.

 Follower Growth: Monitor the growth of followers during the event.

Event Marketing Scenario:

 Objective: Promoting a tech product launch event.

 Strategy: Use event-specific hashtags, share live updates, and engage with audience
questions in real-time.

 Metrics: Analyze hashtag trends, monitor engagement on live tweets, and assess the
growth in followers during the event.

Analytical Report for a Hypothetical Event:

Event: Tech Summit 2023

LinkedIn:
  Engagement Metrics: LinkedIn posts related to the summit received a high engagement
rate of 8%, with numerous comments from industry professionals.

 Follower Growth: The event announcement led to a 15% increase in followers, including
key industry players.

 Click-Through Rate (CTR): Sponsored content about the summit achieved a CTR of 3%,
indicating strong interest.

Instagram:

 Likes and Comments: Visual content from the summit received over 5,000 likes and 300
comments.

 Impressions: The event's Instagram Stories reached over 50,000 impressions, showcasing
the behind-the-scenes moments.

 Follower Demographics: Insights revealed a predominantly younger audience, aligning

with the tech industry's trend.

Twitter:

 Engagement Metrics: Live tweets during the summit received a high engagement rate,
with several tweets going viral.

 Hashtag Performance: The event's official hashtag trended nationally, generating over
100,000 tweets.

 Follower Growth: Twitter followers increased by 20% during the summit, showcasing
real-time audience engagement.

Conclusion:

In conclusion, LinkedIn, Instagram, and Twitter serve diverse marketing needs, catering to
different audiences and content styles. An effective marketing strategy requires understanding
the unique characteristics of each platform and tailoring content accordingly. Analytical insights
play a crucial role in assessing the impact of marketing efforts, guiding future strategies, and
optimizing engagement across these social media channels.
Q4.) I. How does mobile and Search Engine Optimization (SEO) work together?

ANS: Mobile and Search Engine Optimization (SEO) Integration: A Comprehensive Guide

The integration of mobile and search engine optimization (SEO) is essential in the contemporary
digital landscape, given the increasing prevalence of mobile device usage for online activities.
This comprehensive guide explores the symbiotic relationship between mobile platforms and
SEO strategies.

1. Mobile-Friendly Website Design:

Definition: A mobile-friendly website is designed to provide an optimal user experience across

various mobile devices, ensuring easy navigation and readability.

Integration with SEO: Google prioritizes mobile-friendly websites in its search rankings,
emphasizing user experience. Mobile responsiveness is a key ranking factor, impacting SEO
performance.

Implementation: Adopt responsive web design principles to create a flexible and adaptive
layout that adjusts to different screen sizes. Test the mobile-friendliness of your site using tools
like Google's Mobile-Friendly Test.
2. Page Speed Optimization:

Definition: Page speed refers to the time it takes for a web page to load. It is a crucial factor in
user satisfaction and search engine rankings.

Integration with SEO: Google considers page speed as a ranking factor for both desktop and
mobile searches. Fast-loading mobile pages enhance user experience and contribute to higher
search rankings.

Implementation: Reduce image sizes, leverage browser caching, and minimize HTTP requests.
Utilize tools like Google PageSpeed Insights to analyze and improve page speed for mobile
devices.

3. Mobile-First Indexing:

Definition: Mobile-first indexing means Google primarily uses the mobile version of a website
for indexing and ranking in search results.

Integration with SEO: Google's mobile-first approach emphasizes the importance of a well-
optimized mobile site. It affects how Google ranks pages on both mobile and desktop searches.

Implementation: Ensure content parity between desktop and mobile versions. Prioritize mobile-
friendly elements in your website design, including images, videos, and interactive features.

4. Voice Search Optimization:

Definition: Voice search involves using spoken commands to perform online searches using
devices like smartphones, smart speakers, or other voice-activated technologies.

Integration with SEO: Optimizing for voice search requires a focus on conversational keywords
and understanding user intent, influencing search rankings for mobile and voice-based queries.

Implementation: Incorporate natural language and long-tail keywords. Create content that
answers specific questions users may ask via voice search. Optimize local SEO as voice searches
often have local intent.

5. Local SEO for Mobile:

Definition: Local SEO focuses on optimizing a business's online presence for local searches,
crucial for attracting nearby customers.

Integration with SEO: Mobile devices heavily influence local searches, making local SEO vital
for mobile search rankings.

Implementation: Optimize Google My Business (GMB) listings with accurate business

information. Encourage customer reviews and ratings. Use local keywords and create location-
specific content.
6. App Indexing:

Definition: App indexing involves making the content within a mobile app searchable and
accessible through search engine results.

Integration with SEO: For businesses with mobile apps, app indexing contributes to increased
visibility in search results, enhancing overall online presence.

Implementation: Implement deep linking to connect app content with web pages. Submit an
app sitemap to Google Search Console. Optimize app metadata with relevant keywords.

7. Accelerated Mobile Pages (AMP):

Definition: AMP is an open-source initiative designed to create faster-loading mobile web

pages with a streamlined version of HTML.

Integration with SEO: AMP pages are prioritized in mobile search results, providing an
enhanced user experience with quick access to content.

Implementation: Create AMP versions of relevant pages. Use the rel=amphtml tag to indicate
AMP pages to search engines. Validate and test AMP pages regularly.

8. Mobile-Specific Content:

Definition: Mobile-specific content refers to tailoring content for mobile users, considering their
preferences and behaviors.

Integration with SEO: Providing mobile-friendly, easily digestible content positively influences
user engagement and search rankings.

Implementation: Craft concise headlines and paragraphs. Use bullet points and subheadings
for scannability. Optimize images for mobile viewing. Prioritize user-friendly formats like videos
and infographics.

9. Social Media Integration:

Definition: Social media integration involves aligning social media strategies with SEO efforts to
enhance online visibility and audience engagement.

Integration with SEO: Social signals, such as likes, shares, and comments, indirectly impact
search rankings. Mobile devices are primary platforms for social media engagement.

Implementation: Promote content on social media to drive mobile traffic. Encourage social
sharing through mobile-friendly sharing buttons. Monitor social signals and their correlation
with SEO performance.

10. Responsive Mobile UX:

Definition: User experience (UX) on mobile devices involves the overall satisfaction users derive
from interacting with a website on their mobile devices.

Integration with SEO: A positive mobile UX contributes to lower bounce rates and higher user
engagement, signaling quality content to search engines.

Implementation: Prioritize a user-friendly interface with clear navigation. Optimize forms for
mobile entry. Ensure seamless functionality across different devices and screen sizes.

Conclusion:

In conclusion, the integration of mobile and SEO is integral to digital success. The mobile-first
approach, combined with optimization strategies tailored for mobile devices, ensures a seamless
user experience and improved search rankings. As mobile usage continues to rise, businesses
must prioritize mobile SEO to remain competitive and meet the evolving expectations of online
audiences.