Mid-Module Review — Instructor Key
Paired with Mid-Module Review (student paper).
Do not distribute this page to students before grading.
| Q | Model answer cues |
|---|---|
| 1 | LTV/CAC = 2.4× — above break-even (LTV > CAC) but below healthy 3× target; flag as fragile. |
| 2 | e.g. “Acquire X booked jobs/month in Lalitpur at CAC ≤ NPR Y”; North Star = booked jobs; KPIs e.g. form→book %, Search ROAS. |
| 3 | Owned = site/WhatsApp; Paid = Meta/Google; Earned = Google reviews / referral. |
| 4 | Title, meta, H1 (plus URL/body); distinct title vs H1 for UX + SERP. |
| 5 | (a) transactional/local (b) informational (c) commercial. |
| 6 | Bounce/low convert; build transactional LP + commercial keywords; keep blog as assist. |
| 7 | Bid × QS × expected impact of assets; relevance/QS can beat pure bid. |
| 8 | Negatives e.g. free, DIY, job, salary, course; keywords must be repair/service intent. |
| 9 | Core = cold demo/interest; Custom = site/engagers; Lookalike = expand from best customers. |
| 10 | Lean Search for high intent; Meta for reach/retargeting; numbers should sum to 80k. |
| 11 | Consent/deliverability + legal risk; alternative = lead magnet + opt-in form on sandbox. |
Scoring tip: Award partial credit for correct structure even if NPR figures differ, if reasoning is coherent. Scale /40 to the 20% module weight (score/40 × 20).
