STEP 1: Please first read the instructions for the exam (below) - before starting the exam STEP 2: Read the exam questions below for your first orientation and the grading rubric for the exam (also posted in Week 11) STEP 3: Choose any small to medium size business as your "client". All your questions in the exam will be applied to the selected client. The chosen business should meet the following criteria: - The company should already have a website - The text on the website should be (at least partially) in English - The website is already e-commerce enabled or there should be a potential / a need to sell something online in the future - Do NOT use the same client as before (for the group project, report card, SEO plan, PPC plan, etc.).

STEP 4: Reserve the client's name in the Moodle forum (week 11) based on the "first come - first serve" principle. STEP 5: Answer ALL questions below sequentially: first deal with question 1, then question 2, and so on. Put all your answers into one Word file and upload it here before the deadline.

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QUESTION 1: SEO A. Conduct keyword research for at least twenty phrases related to the client's business. Based on this research, recommendthe three phrasesthat in your opinion should be used for the client's website SEO. (7 marks) B. Make a suggestion which three (existing or new) pages on the client's website should be optimized for each recommended phrase.Explain why. (3 marks)

Approximately 1 page. Note: no need to use SEO Plan template (WORD file) for the purpose of the exam. =======================

QUESTION 2: PPC Assume that you will use one of the above phrases identified inanswer 1Afor the purpose of running a PPC campaign for the client. The goal of the PPC campaign is to SELL client's products or services. A. Which one of your three above-selected phrases (listed in 1A) would work best for the purpose of the PPC campaign? Why? If none of the three phrases work, choose another phrase and explain your rationale. (3 marks) B. Create two Google ads for the above phrase (these ads will be used for ad group 1) (4 marks) C. List at least 6 more phrases that could be used within the same ad group 1 (3 marks)

Approximately 1 page.

Note #1: assume that you want to maximize CTR with your selected ads and phrases. Note #2: no need to open an actual Google account or use Excel PPC Plan template for the purpose of the exam ======================= QUESTION 3: CONVERSION A. Create a model for your client's e-commerce conversion funnel with at least 6 steps. Explain why you chose these six steps. Make some numeric targets (examples) for each step in your conversion funnel.(5 marks) Approximately 1 page

B.Assume that you have created a special landing page for the selected phrase listed inanswer 2A. Describe at least five tactics in website layout and content that you will use on the page to improve the macro (sales) conversion (5 marks) Approximately 0.5-1 page =======================

QUESTION 4: SOCIAL MEDIA MARKETING

Assume that your client would like to run a social media campaign with the objectives to build relationships and promoting the sales of their products to current and prospective customers.

A. Describe and explain the key elements of your social media strategic plan (5 marks) Approximately 0.5-1 page

B. Recommend the client's CONTENT marketing strategy (5 marks) Approximately 1 page.