Search engine marketing

Overview

Framework:
RQF
Level:
Level 4
Unit No:
K/508/0221
Credits:
7
Guided learning hours:
40 hours

Assessment Guidance

n/a

Unit Learning Outcomes

1

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

Assessment Criteria

  • 1.1

    Compare SEO and paid search.

  • 1.2

    Explain the techniques used to improve organic search engine positioning.

  • 1.3

    Explain how to optimise the location of paid search ads.

  • 1.4

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

  • 1.5

    Explain how audience targeting technologies are used to optimise paid search ads.

  • 1.6

    Explain the relationship between a paid search ad and the landing page.

2

Understand the role of keywords in a search marketing campaign.

Assessment Criteria

  • 2.1

    Explain the considerations for selecting keywords and keyword phrases.

  • 2.2

    Analyse competitor keywords and keyword phrases.

  • 2.3

    Explain how to leverage current events to optimise campaigns.

  • 2.4

    Explain the data required from technology to measure success.

3

Be able to manage a search marketing campaign.

Assessment Criteria

  • 3.1

    Plan a search marketing campaign.

  • 3.2

    Select keyword and keyword phrases for a search marketing campaign to meet requirements of a brief.

  • 3.3

    Edit web copy for optimisation.

  • 3.4

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

  • 3.5

    Manage a paid search ad campaign.

  • 3.6

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

  • 3.7

    Evaluate own performance in running paid search campaigns.

  • 3.8

    Recommend actions for improvement of own and campaign performance.