Task 1 –
(a) Provide a background to your chosen organization that gives an
overview of the customer base and the level of maturity in the use of
search marketing channels.
(b) Develop a detailed keyword plan for your chosen organization that can
be used across different paid and organic channels. Your plan should
be supported by market and competitor insights. (20 marks)
(c) Evaluate the role of content in improving search results for your
chosen organization, including the way you would monitor and
measure the results.
Task 1 (b) – Keyword research is the foundation of building an effective
search marketing campaign. This task requires candidates to go into this
activity in some depth, and not just as a surface-level activity; many
marketers operate at the surface, reviewing only a handful of high
With any plan, it is good practice for candidates to outline their goals; both
the wider digital marketing goals and the specific goals related to the search.
There are a few different search channels and techniques that can be used
in a campaign, so candidates should investigate to see what works well for
their chosen organization.
There are many tools available to research keywords which can be used to
analyse market data and competition. To get further depth, candidates
should analyze other organizations in the same sector, and think about
different search terms at different parts of the customer journey, and the
many long-tail searches.
Having a way to organize these keywords in relevant categories is important
to give focus and to identify areas where the organization could get a better
return on advertising spend. Candidates should think about the keywords in
relation to different types of channels/platforms when developing their plans.
– Content is the fuel for search engines and creating relevant
content can have a significant impact on the performance of a search
marketing campaign. Candidates should evaluate the role of content across
the different channels/platforms, and explain how the performance of
content can be measured and monitored, supported by examples.
Candidates should be able to clearly advise the SMT on what can provide a
positive return, versus activity that can be easily wasted. For example, there
are many organizations spending to create content, but generating very little
return in terms of increasing relevant traffic.
Task 2 –
(a) Recommend how relevant digital channels other than search
marketing channels can be integrated to increase
engagement/conversions, supported by best practice examples. (15 marks)
(b) Explain how relevant regulations could impact the implementation of
channels covered in Task 1 (b) and Task 2 (a).
Task 2 (a) – Using multiple digital channels is far more effective than being
dependent on just one channel, such as search marketing on its own. For
this task, candidates should investigate what other suitable channels could
be used in combination with search marketing channels, to generate better
customer awareness, and increase engagement and conversions with
prospects and customers.
Candidates should consider all the different elements that can impact
conversion rates and how the channels could work with each other along the
customer journey. For this task, candidates should demonstrate an
understanding of the channels themselves and of an integrated approach,
and, where possible, should provide best practice examples that are relevant
to the chosen organization or industry.
Task 2 (b) – For all the channels mentioned in previous tasks, candidates
should provide an explanation, with guidance, for the senior management, of
the key actions that need to be carried out to ensure compliance, as well as
of the risks of non-compliance. For example, regulations could include any
activity related to privacy and data protection
Task 3 –
(a) Evaluate how future developments in search marketing channels could
affect your market share of traffic and the impact it may have on the
customer journey. (15 marks)
(b) Assess the internal and external resources required to implement an
the effective campaign, using the channels discussed in earlier tasks.
Task 3 (a) – For this task, candidates should identify future developments in
search marketing channels, which could be through the following thought
leaders, reviewing hardware and software technology developments,
analyzing customer behavior/trends and the view from the main digital
players that dominate the market. It is useful to review the potential
developments of the wider market, including other industries, to allow
candidates to think more creatively when answering the task.
Candidates should look at both the opportunities and threats of possible
future changes in the number of visitors and online presence.
Candidates should apply their findings to the chosen organization and the
impact on the customer journey. Think about how the chosen organization
could respond or stay ahead of the game in responding to both the
opportunities and threats.
Task 3 (b) – For the final part of this task, candidates should assess existing
resources and potential future resources required to deliver an effective
campaign based on the channels discussed in this report. Where possible,
these should be linked back to the goals identified earlier in this report.
When considering people resources, are specialist skills required, or
upskilling of existing staff to deliver an effective campaign? What does the
right blend of skills look like? What are the key challenges for the chosen
organisation, and what can be leveraged within existing networks? When
looking at external resources, candidates should describe what is required,
considering the advantages and disadvantages. The budget requirements
and timelines for implementation should also be considered.