STUDENT ASSESSMENT GUIDE
DGMSEM001 CREATE AND MANAGE PAID SEARCH CAMPAIGNS
CONTENTS
2. TASK A – KNOWLEDGE QUESTIONS 6
3. TASK B – EVALUATE SEM CAMPAIGNS 10
4. TASK C – PLAN SEM CAMPAIGNS 18
5. TASK D – IMPLEMENT AND MANAGE SEM CAMPAIGNS 26
ASSESSMENT COVERSHEET
1. INTRODUCTION
1A. THE PURPOSE OF THIS ASSESSMENT
This assessment will develop your skills and knowledge required to plan, optimise, and report on paid search campaigns.
COMPETENCIES BEING ASSESSED
This assessment has been aligned against the unit of competency DGMSEM001 Create and manage paid search campaigns. This unit requires you to:
Plan paid search campaign objectives
Prepare budget for paid search campaign
Develop schedule for paid search campaign
Launch and manage paid search campaigns
Measure effectiveness of paid search campaigns
1B. WHAT YOU ARE REQUIRED TO DO
This assessment has four tasks. You must complete all tasks and questions.
STEP 1. COMPLETE THE REQUIRED LEARNING CONTENT
Before attempting the assessment, ensure you complete the supplied learning content. This content will help you develop the skills and knowledge you need to complete your assessment.
STEP 2. COMPLETE TASK A (KNOWLEDGE QUESTIONS)
Task A is a series of short answer questions that will test your understanding and knowledge of paid search marketing.
STEP 3. COMPLETE TASKS B-D (PRACTICAL QUESTIONS)
Over Tasks B, C and D, you will review SEM performance, then plan and implement a paid search campaign.
You may choose to base Tasks B, C and D on:
The provided case study, OR
Your own workplace
| A NOTE ON USING YOUR OWN WORKPLACE
If you are using your own workplace, you must make sure you have access to relevant documentation and resources. This includes: Access to previous a SEM campaign and its KPIs An advertising brief for a new SEM campaign Access to a paid search advertising platform, such as Google Ads or Microsoft Advertising Access to technical professionals who can assist with setting up campaign tracking Budget and other resources required to create and run a paid search campaign You will also be required to provide evidence of your work and other documentation as your progress through Tasks B-D. If you wish to use your own workplace, you must discuss this with your trainer before starting Tasks B-D. Make sure you receive approval from your trainer to use your own workplace. |
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STEP 4. SUBMIT YOUR ASSESSMENT
Once you have completed Tasks A-D, check your assessment to ensure you have fully answered all questions. Then submit your assessment by the due date provided.
2. TASK A – KNOWLEDGE QUESTIONS
2A. INSTRUCTIONS
Answer the questions below to demonstrate your knowledge of search engine marketing.
When answering the questions, make sure you:
Answer all parts of each question
Use your own words and give examples wherever possible
Keep in mind the quality of your answer is more important than how long it is
Enter your answers in this document
Acknowledge and cite any sources used
2B. QUESTIONS
Question A1
Explain at least two ways Google’s Ad Auction process impacts Ad Rank and the cost of a paid search campaign.
(100-200 words)
Your answer:
Question A2
Provide a summary, and explain the relevance to SEM marketers, of the following legislation and codes of practice.
(150-300 words)
Your answer:
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Question A3
Explain three or more features of Google Ads and Microsoft Advertising policies that marketers need to consider when running paid search campaigns.
(100-200 words)
Your answer:
Question A4
Explain how paid search differs from organic search. Then outline two advantages and two disadvantages for:
Paid Search
Organic Search
(150-300 words)
Your answer:
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Question A5
Describe two or more approaches you can use to budget paid search advertising for:
Ongoing, ‘always on’ campaigns
One-off (fixed term) advertising campaigns
(100-200 words)
Your answer:
Question A6
Explain what campaign experiments are and how paid search marketers can strategically use them. Give at least one example to support your answer.
(100-200 words)
Your answer:
Question A7
Explain the difference between the Google Search Network and the Google Display Network.
(100-200 words)
Your answer:
Question A8
Explain what the following are and how paid search marketers can use them:
Quality Score
Remarketing
Ad and audience targeting
Shared budgets
Bulk edits and actions
Importing goals and audiences from analytics software, such as Google Analytics
Microsoft Advertising (formerly Bing Ads)
Baidu
(250-500 words)
Your answer:
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3. TASK B – EVALUATE SEM CAMPAIGNS
3A. INSTRUCTIONS
In Task B, you will review the performance of an SEM campaign. Then, over Tasks C and D, you will plan and implement an SEM campaign.
For Tasks B, C, and D, you may either:
Use the provided case study, OR
Use your own workplace
IF YOU ARE USING THE CASE STUDY
Make sure you read the Case Study Information document provided before starting the questions below.
| INTRODUCTION TO THE CASE STUDY You recently joined a marketing agency called Fire Communications as a Paid Search Marketer. The agency is based in Sydney and has a range of clients. Your main client is Only Dogs, an online retailer of premium pet supplies for dogs. Only Dogs sells dog food, beds, leashes, toys and other products. The company differentiates itself from competitors by focusing only on dogs and by providing premium products. Only Dogs describes itself as being “By dog lovers, for dog lovers”. Only Dogs recently ran an SEM campaign to promote its new range of dog vests, coats, and clothing. The Head of Search at Fire Communications has asked you to review and analyse the performance of the campaign. Then report on its performance to both your team at Fire Communications and the client. |
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IF YOU ARE USING YOUR OWN WORKPLACE
If you are using your own workplace, you must make sure you have access to relevant documentation and resources.
| DOCUMENTATION AND RESOURCES
If you choose to use your own workplace, you must have access to: Performance results for a previous SEM campaign An advertising brief for a new SEM campaign Access to a paid search advertising platform, such as Google Ads or Microsoft Advertising Budget and other resources required to create and run a paid search campaign |
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You will also be required to provide evidence of your work and relevant documentation as your progress through Tasks B-D.
| GAIN APPROVAL FOR USING YOUR OWN WORKPLACE
If you wish to use your own workplace for the following questions, you must discuss this with your trainer. Make sure you receive approval from your trainer to use your own workplace before starting Tasks B-D. |
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3B. QUESTIONS
Question B1
Identify if you will be using the case study or your own workplace for Tasks B-D.
If you are using your own workplace, also:
Provide a brief description of the company you work for (50-100 words)
Identify the brand you will base your paid search campaign on and briefly describe its current SEM approach (50-100 words)
Provide a copy of the advertising brief for the new SEM campaign
| A NOTE ON USING YOUR OWN WORKPLACE
If you are using your own workplace, you must have access to relevant resources and documentation. This includes: Performance results and KPIs for a previous SEM campaign Access to a paid search advertising platform, such as Google Ads or Microsoft Advertising Access to technical professionals who can assist with setting up campaign tracking Budget and other resources required to create and run a paid search campaign At least two stakeholders with an interest in SEM and who can approve new SEM campaigns |
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Your answer:
Question B2
You now need to gather data on the performance of a past SEM campaign.
You are to gather this data using suitable online platforms, such as Google Ads, Google Analytics and/or Microsoft Advertising. The data you gather must make use of conversion tracking and advanced measurements.
| IF YOU ARE USING THE CASE STUDY Prepare copy (text) for an email to Anne, a search coordinator on your team. Anne will collate the SEM data you need, for example, by exporting it from various SEM platforms. Ensure your email copy: Outlines what SEM data you require Explains what software Anne should use to generate the data Gives a deadline for when you require the data Uses professional language (100-200 words) IF YOU ARE USING YOUR OWN WORKPLACE |
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Your answer:
Question B3
Prepare a written report that analyses the effectiveness of an SEM campaign. Ensure the report:
Evaluates performance against KPIs
Evaluates the use of budget
Explains successes achieved by the campaign
Identifies problems and areas for improvement
Provides at least two recommendations for how future SEM campaigns can be improved
| IF YOU ARE USING THE CASE STUDY
You are to review the results of the “Only Dogs Clothing Campaign”. This information is found in the “Information for Task B” section of the provided “Case study information” document. IF YOU ARE USING YOUR OWN WORKPLACE You are to select a recent SEM campaign to analyse. You will use insights from this analysis to help inform the campaign you plan and launch over Tasks C and D. |
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(Answer in 300-650 words using the template below)
Your answer:
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SEM Performance Report
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Question B4
You now need to prepare for a presentation in which you will present the results of the SEM campaign. This presentation is to be approximately 10 minutes long and summarise the performance report you created in the previous question. Your presentation is to include:
An introduction to the campaign
An evaluation of its performance against KPI
An evaluation of its use of budget
Successes achieved by the campaign
Areas of improvement
Recommendations for how future SEM campaigns can be improved
To prepare for the presentation, you need to prepare a deck of 5-10 slides. This can be created in PowerPoint, Canva or another technology of your choice.
| PRESENTATION TEMPLATE You may use the presentation template called “SEM Performance Slides Template” to create your slides. This can be found in the case study folder. If you are using your only workplace, make sure you update the brand, campaign name and images in the template as relevant. Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above. |
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| IF YOU ARE USING THE CASE STUDY Keep in mind that these slides are intended to be presented to the client. As such, they should use professional language. IF YOU ARE USING YOUR OWN WORKPLACE You may design your slides to be presented to an internal audience, such as a performance marketing team, or to an external client. |
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Once you have created your final slides, save them in a PDF format. Then attach the slides below.
Your answer:
Question B5
It’s now time to present the PowerPoint report you developed in the previous question.
Set up a meeting with at least two stakeholders.
| IF YOU ARE USING THE CASE STUDY You are to role play being a Paid Search Marketer at Fire Communications. You are to meet with the Marketing Manager at Only Dogs. Your manager, the Head of Search at Fire Communications, will also attend the meeting. These positions can be role played by your trainer, friends, family members, other students in your unit or your work colleagues. To enable them to play these roles, you will need to provide them with the briefing instructions provided in appendix of the Case Study Information document. IF YOU ARE USING YOUR OWN WORKPLACE |
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Use the meeting to present your summary of the SEM campaign’s performance. Make sure you explain the campaign’s overall performance, successes and areas of improvement.
After your meeting, record notes of what was discussed, including any feedback received.
(75-150 words)
Your answer:
4. TASK C – PLAN SEM CAMPAIGNS
4A. INSTRUCTIONS
Task C follows on from Task B. In this task, you are to plan for implementing a new SEM campaign.
| IF YOU ARE USING THE CASE STUDY Only Dogs has just started selling dog kennels and would like to run an SEM campaign to promote them. You have been asked to prepare for this. The preparation requires you to make a campaign schedule, decide on targeting and write ads. You then need to present your plans to the client to confirm requirements and gain their approval. |
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4B. QUESTIONS
Question C1
You now need to conduct keyword research. The purpose of this keyword research is to identify keywords, and keyword lists, that could be used in the campaign.
As a part of this research, you are to analyse:
The volume of searches for various keywords
The competitiveness of search terms
Estimated costs and number of clicks
Keyword trends
| CONDUCTING KEYWORD RESEARCH You may use any suitable tool to conduct your keyword research. One recommendation is to use the keyword planner tool in Google Ads. |
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Take at least two screenshots of conducting keyword research for the campaign using an appropriate tool. Insert the screenshots in the space provided below.
Your answer:
Question C2
Create a written plan for your SEM campaign.
This plan will document the purpose and nature of the campaign. It will also help others to understand the campaign, such as members of your team and/or your client. Ensure your plan:
Establishes two or more Key Performance Indicators (KPIs)
States the goals and objectives of the campaign in measurable terms – make sure these are feasible and consider the campaign’s timeframe, budget, promoted products/services and target audience
Provides a summary of the keyword research you performed to inform the campaign, including keyword trends, volumes and competition.
Describes strategies to be used for the campaign, including:
Which search engine(s) and service providers will be used
Ad formats
Bid adjustments for audiences, locations and devices
How the campaign can work alongside existing always on SEM campaigns
Negative keywords lists
Other relevant strategies
Outlines the campaign’s budget. Make sure you describe:
The optimal advertising spend for the campaign based on the competitiveness and search frequency of relevant keywords as well as the needs of the organisation
Bidding strategies to be used
How the budget will be managed across the campaign
The budget required for any creative and production services, such as the use of copywriters or designers
Explains how the campaign will meet legal and ethical requirements
(Answer in 250-500 words using the template below)
Your answer:
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Question C3
Now you have created a plan, it’s time to start planning your campaign structure and writing ads. Document the structure of the campaign, ensuring it details:
A variety of campaigns, ad groups, ads, and ad extensions
Keyword targeting for each ad group
Text and URLs to be used for each ad, including display and destination URLs
When preparing your campaign structure, make sure you:
Comply with character limits and other requirements of the advertising platform you have selected
Use best practices for writing advertising copy
Consider keyword match types, such as broad match and exact match
| IF YOU ARE USING THE CASE STUDY Your SEM campaign structure is to include at least: 2 ad campaigns 8 ad groups 16 ads – ensure there are at least two ads per ad group. 3 different types of ad extensions |
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| CAMPAIGN STRUCTURE TEMPLATE You may use the template called “Campaign Structure Template” to create your ad structure. This template can be found in the case study folder. This template is designed for use with Google Ads campaigns. However, it can also be adapted to be used for other platforms. Alternatively, you may use a template from your workplace, as long it covers the requirements outlined above. |
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Once you have created your campaign structure, save your file. Then attach it below.
Your answer:
Question C4
You now need to make a campaign schedule. This campaign schedule is to outline important tasks and milestones relating to the campaign.
Create a campaign schedule that includes:
The start dates for all SEM activities
The end dates for SEM activities, as required
All tasks required for launching the campaign, including preparing ads and gaining approval
All tasks required during the running of the campaign
Milestones for monitoring progress and expenditure against budget, and for evaluating campaign effectiveness
When creating your campaign schedule, make sure you:
Include details of when various ads will run during the campaign
Allow adequate time to meet media and production requirements, such as the time it could take for ads to be approved in an advertising platform
Refer to the SEM advertising brief to confirm campaign length and timeframes
| CAMPAIGN SCHEDULE TEMPLATE You may use the campaign schedule template provided in the appendix to create your schedule. Alternatively, you may use a template from your workplace or another template of your choice, as long it covers the requirements outlined above. You may: Write your campaign schedule directly into the space below, or Write your campaign schedule in another document and attach it below |
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(100-300 words)
Your answer:
Question C5
Now you have planned your SEM campaign, you need to communicate it to others.
Set up a meeting with at least two stakeholders.
| IF YOU ARE USING THE CASE STUDY You are to role play being a Paid Search Marketer at Fire Communications. You are to meet with the Marketing Manager at Only Dogs as well as the Head of Marketing at Only Dogs. These positions can be role played by your trainer, friends, family members, other students in your unit or your work colleagues. To enable them to play these roles, you will need to provide them with the briefing instructions provided in appendix of the Case Study Information document. IF YOU ARE USING YOUR OWN WORKPLACE |
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Use the meeting to:
Confirm the goals and objectives of the campaign
Receive approval for the KPIs you have developed
Provide an overview of the campaign, including its structure, goals, and ads
Confirm and receive approval for the campaign, including its budget
| YOUR MEETING WILL BE OBSERVED Your trainer will assess your meeting against the observation checklist provided in the marking guide document. Your trainer will be looking for your ability to: Clearly explain your SEM campaign Engage others and seek their approval Use appropriate verbal and non-verbal communication Lead the meeting You may arrange a time for your trainer to observe your meeting in real-time – either virtually or in person. Alternatively, you may record your meeting and provide a link to it. For example, you may upload your recording to YouTube as an unlisted video or provide a link to a Google Drive folder. If you are sharing a link, ensure you test your link to make sure it is working correctly. |
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After your meeting, record notes of what was discussed, including the approval received.
(75-150 words)
Your answer:
5. TASK D – IMPLEMENT AND MANAGE SEM CAMPAIGNS
5A. INSTRUCTIONS
Task D follows on from Task C. In this task, you are to implement and optimise your SEM campaign.
| IF YOU ARE USING THE CASE STUDY The Only Dogs client has enthusiastically embraced your plans for the upcoming Dog Kennels SEM campaign. As such, it is time for you to prepare and launch the campaign. IF YOU ARE USING YOUR OWN WORKPLACE |
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5B. QUESTIONS
Question D1
You need to set up conversion tracking for the SEM campaign.
| IF YOU ARE USING THE CASE STUDY Prepare copy (text) for an email to James, an analytics team manager at Fire Communications. James will make sure the conversion tracking for the SEM campaign is set up. Ensure your email copy: Outlines what conversions need to be tracked Explains relevant technical details Gives a deadline for when you require the tracking to be set up Uses professional language (100-200 words) IF YOU ARE USING YOUR OWN WORKPLACE |
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Your answer:
Question D2
You are now to launch your SEM campaign.
| IF YOU ARE USING THE CASE STUDY Prepare copy (text) for an email to Anne, a search coordinator at Fire Communications. Anne will set up and launch the SEM campaign. Ensure your email copy: Outlines the steps needed to launch the new Dog Kennels SEM campaign Clarifies which search advertising platform is to be used Gives a deadline for when the campaign needs to be set up and launched Uses professional language (100-200 words) IF YOU ARE USING YOUR OWN WORKPLACE Also, provide screenshots of your ads and campaigns successfully running. Insert your screenshots into the space below. |
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Your answer:
Question D3
You now need to review the performance of your SEM campaign:
Assess the campaign’s performance.
Review the campaign’s expenditure and income against its budget.
Analyse the campaign’s progress towards KPIs and objectives.
Explain at least four strategies that can be used to improve and optimise the performance of the SEM campaign.
NOTE: Make sure you consider how the budget and targeting of your campaign can be optimised. For example, you may consider the use of bid adjustments for audiences, locations, and devices.
| IF YOU ARE USING THE CASE STUDY Review the interim performance results outlined in the “Case study information” document. These are provided in the section called “Information for Task D”. IF YOU ARE USING YOUR OWN WORKPLACE Provide evidence of your campaign’s performance, such as in the form of screenshots of reports viewed in relevant SEM platforms, screenshots of dashboards or copies of exported reports. |
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(250-500 words)
Your answer:
Question D4
You are to optimise your SEM campaign.
| IF YOU ARE USING THE CASE STUDY Prepare copy (text) for an email to Anne, a search coordinator at Fire Communications. Anne will implement the optimisations. Ensure your email copy: Briefly summarises the campaign’s performance to date Explains what optimisations are needed and why Gives a deadline for when the optimisations need to be implemented by Uses professional language (100-200 words) IF YOU ARE USING YOUR OWN WORKPLACE Provide evidence of the optimisation(s) you have implemented, such as in the form of screenshots of SEM advertising platforms. |
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Your answer:
6. ASSESSMENT SUBMISSION
6A. INSTRUCTIONS
Once you have completed Tasks A-D, you may submit your assessment. Ensure you do this by the provided due date.
Before submitting, use the checklist below to make sure you have completed all questions and provided all relevant evidence.
6B. CHECKLIST
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STUDENT SELF-CHECKLIST |
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Instructions: Place a tick ‘✓ ’ in the Yes (“Y”) column for each component you have completed. |
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| Have you… | Related assessment question(s) |
Y ✓ |
| Answered all knowledge questions? | Task A, Questions A1 – A8 | |
| Answered all practical questions? | Task B, Questions B1 – B5 | |
| Task C, Questions C1 – C5 | ||
| Task D, Questions D1 – D4 | ||
| Provided evidence of how you have gathered campaign data (if using your own workplace)? | Task B, Question B2 | |
| Attached your presentation slides? | Task B, Question B4 | |
| Attached your campaign structure? | Task C, Question C3 | |
| Attached your campaign schedule (if you created this as a separate document)? | Task C, Question C4 | |
| Provided a working link to a recording of your meeting (if your trainer did not observe your meeting virtually or in person)? | Task C, Question C5 | |
| Provided evidence of how you have briefed others on setting up conversion tracking (if using your own workplace)? | Task D, Question D1 | |
| Provided screenshots of your ads in the relevant advertising platform (if using your own workplace)? | Task D, Question D2 | |
| Provided evidence of your campaign’s performance (if using your own workplace)? | Task D, Question D3 | |
| Provided evidence of the optimisation(s) you have implemented (if using your own workplace)? | Task D, Question D4 | |
7. APPENDIX
7A. CAMPAIGN SCHEDULE TEMPLATE
Instructions: Use the template to detail your campaign schedule:
Replace the parts highlighted in yellow with appropriate information
Further instructions on information to be included in various sections are provided below
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CAMPAIGN SCHEDULE: NAME OF SEM CAMPAIGN DATE Instructions: Detail your campaign schedule in the table below, ensuring you include important milestones for monitoring campaign progress and budgets. Add and delete rows as needed.
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