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Overview

Framework:
Access to HE
Level:
Level 3
Unit No:
QU016755
Credits:
3
Guided learning hours:
Not available

Qualification Grading Type

Graded

Grade Descriptors

  • GD1-Understanding the subject
  • GD3-Application of skills
  • GD7-Quality

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

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

  • 1.3

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

  • 1.4

    Summarise what is viewed as good practice when creating a paid search ad.


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.


3

Be able to run a paid search marketing campaign.

Assessment Criteria

  • 3.1

    Select and justify the choice of 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

    Justify refinements required to an ad campaign as a result of data analysis.

  • 3.4

    Evaluate the campaign against the aims and objectives of a brief, using data provided by technology to measure success.


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