Qualification Grading Type
- GD1-Understanding the subject
- GD3-Application of skills
Understand how search engine marketing fits into the marketing objectives of a business.
Distinguish between organic and paid search.
Analyse the benefits of a paid search ad to a business.
Analyse factors to consider when planning a paid search marketing campaign for a business.
Summarise what is viewed as good practice when creating a paid search ad.
Understand the role of keywords and keyword phrases in a paid search marketing campaign.
Distinguish between ‘keyword’ and ‘keyword phrase’.
Distinguish between ‘exact’ and ‘broad’ keyword and keyword phrases.
Be able to run a paid search marketing campaign.
Select and justify the choice of keyword and keyword phrases for a paid search ad to meet requirements of a brief.
Create a paid search ad to meet requirements of a brief.
Justify refinements required to an ad campaign as a result of data analysis.
Evaluate the campaign against the aims and objectives of a brief, using data provided by technology to measure success.