Search engine marketing

Overview

Framework:
RQF
Level:
Level 3
Unit No:
Y/505/1586
Credits:
5
Guided learning hours:
32 hours

Assessment Guidance

This unit is assessed by portfolio of evidence

Unit Learning Outcomes

1

Understand how search engine marketing fits into the marketing objectives of a business.

Assessment Criteria

  • 1.1

    Distinguish between organic and paid search.

  • 1.2

    Explain the benefits of a paid search ad to a business.

  • 1.3

    Describe the processes of a paid search marketing campaign.

  • 1.4

    Explain how location affects the success of a paid search ad.

  • 1.5

    Explain how to optimise the location of paid search ads.

  • 1.6

    Explain the factors to consider when planning a paid search marketing campaign for a business.

  • 1.7

    Describe good practice for creating a paid search ad.

  • 1.8

    Describe elements of an effective paid search ad destination.

2

Understand the role of keywords and keyword phrases in a paid search marketing campaign.

Assessment Criteria

  • 2.1

    Distinguish between ‘keyword’ and ‘keyword phrase’.

  • 2.2

    Distinguish between ‘exact’ and ‘broad’ keyword and keyword phrases.

  • 2.3

    Explain the considerations for selecting keywords and keyword phrases.

  • 2.4

    Explain the purpose of different types of data provided by technology to measure success.

3

Be able to run a paid search marketing campaign.

Assessment Criteria

  • 3.1

    Select keyword and keyword phrases for a paid search ad to meet requirements of a brief.

  • 3.2

    Create a paid search ad to meet requirements of a brief.

  • 3.3

    Identify refinements needed to an ad campaign as a result of data analysis.

  • 3.4

    Evaluate the success of the campaign against the aims and objectives of a brief.