DGMSEM001 MARKING GUIDE FOR TASKS A-D

STUDENT NAME:
UNIT OF COMPETENCY:	DGMSEM001 CREATE AND MANAGE PAID SEARCH CAMPAIGNS
Assessment and marking criteria: The Trainer & Assessor is to place a tick ‘’ in the appropriate column for each criteria for Satisfactory (S) or Not Satisfactory (NS) assessment
TASK A – KNOWLEDGE QUESTIONS
DID THE STUDENT:	S 	NS 	COMMENTS
A1: Explain two or more ways Google’s Ad Auction process impacts Ad Rank and the cost of a paid search campaign?
A2: Provide a summary, and explain the relevance to SEM marketers, of the following legislation and codes of practice: Australian Consumer Law (ACL)? Privacy Act 1988, including the Australian Privacy Principles? Australian Copyright Act 1968 and Amendment Act 2006? Legislation administered by IP Australia, including that relating to domain registration, trade mark and design registration? ACCC Media Code of Conduct?
A3: Explain three or more features of Google Ads and Microsoft Advertising policies that marketers need to consider when running paid search campaigns?
A4: Explain how paid search differs from organic search? Outline two advantages and two disadvantages for: Paid Search? Organic Search?
A5: Describe two or more approaches they can use to budget paid search advertising for: Ongoing, ‘always on’ campaigns? One-off advertising campaigns?
A6: Explain what campaign experiments are and how paid search marketers can strategically use them? Give one or more examples to support their answer?
A7: Explain the difference between the Google Search Network and the Google Display Network?
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?
TASK B – EVALUATE SEM CAMPAIGNS
DID THE STUDENT:	S 	NS 	COMMENTS
B1: Identify the company and brand that they will be using for Tasks B-D? If they are using their own workplace, also: Provide a brief description of the company? Identify the brand they will base their paid search campaign on and briefly describe its current SEM approach?
B2: Gather data on the performance of a past SEM campaign? If the student is using the provided case study, prepare copy (text) for an email to Anne that: Outlines what SEM data they require? Explains what software Anne should use to generate the data? Gives a deadline for when they require the data? Uses professional language? If they are using their own workplace: Provide evidence of how they have gathered campaign data?
B3: Prepare a written report that analyses the effectiveness of a SEM campaign, ensuring 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?
B4: Develop a PowerPoint performance report, ensuring the report: Provides a short summary of the campaign’s performance? 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? Would support a verbal presentation of the report that is 5-10 minutes long?
B5: Set up a meeting with at least two stakeholders? If the student is using the provided case study, set up a meeting: Themselves, acting as the Paid Search Marketer at Fire Communications? The Marketing Manager at Only Dogs, as role played by another person? The Head of Search at Fire Communications, as role played by another person? Use the meeting to present their report, ensuring they explain the overall performance of the campaign, its successes and recommendations for improvement? After the meeting, record notes of what was presented, including any feedback or questions received?
TASK C – PLAN SEM CAMPAIGNS
DID THE STUDENT:	S 	NS 	COMMENTS
C1: Conduct keyword research in preparation for an upcoming SEM campaign? Analyse: The volume of searches for various keywords? The competitiveness of search terms? Estimated costs and number of clicks? Keyword trends? Provide at least two screenshot of conducting this research using an appropriate tool, such as Google Ads’ Keyword Planner? If using the provided case study: Conduct keyword research for Only Dogs’ new campaign promoting dog kennels?
C2: Create a written plan for their SEM campaign, ensuring the plan: Establishes two or more Key Performance Indicators (KPIs)? States the goals and objectives of the campaign in measurable terms? Provides a summary of the keyword research they performed to inform the campaign, including 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, including: The optimal advertising spend for the campaign? Bidding strategies? How the budget will be managed across the campaign? The budget required for any creative and production services? Explains how the campaign will meet legal and ethical requirements? If using the provided case study: Create a plan for the Only Dogs Kennels SEM Campaign?
C3: Document the structure of the paid search campaign ensuring it has: 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?
C4: Create a campaign schedule ensuring it 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? Details of when various ads will run? Adequate time to meet media and production requirements? If using the provided case study: Create a campaign schedule for the Only Dogs Kennels SEM Campaign?
C5: Set up a meeting with at least two stakeholders? If using the provided case study, set up a meeting with: Themselves, acting as the Paid Search Marketer at Fire Communications? The Marketing Manager at Only Dogs, as role played another person? The Head of Marketing at Only Dogs, as role played another person? Use the meeting to: Provide an overview of the campaign, including its structure, goals and ads? Gain agreement from the stakeholder to proceed with them? Confirm the objectives of the campaign, and receive approval for the KPIs they have developed? Confirm and receive approval for the campaign’s budget? After the meeting, record notes of what was discussed, including any feedback received?
TASK D: IMPLEMENT AND MANAGE SEM CAMPAIGNS
DID THE STUDENT:	S 	NS 	COMMENTS
D1: Set up conversion tracking for the SEM campaign? If the student is using the provided case study, prepare copy (text) for an email to James that: Outlines what conversions need to be tracked? Explains relevant technical details? Gives a deadline for when they require the tracking to be set up? Uses professional language? If the student is using their own workplace: Provide evidence of how they have briefed others on setting up conversion tracking for the campaign?
D2: Launch the SEM campaign? If the student is using the provided case study, prepare copy (text) for an email to Anne that: 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? If the student is using their own workplace: Provide evidence of the set-up of the campaign within their chosen advertising platform, such as in the form of screenshots? Provide evidence of live ads running within the campaign, such as in the form of screenshots?
D3: Describe the interim performance of the campaign in regard to budget and achievement towards KPIs and objectives? Then explain four or more strategies they will use to improve and optimise performance of the SEM campaign?
D4: Optimise their SEM campaign? If the student is using the provided case study, prepare copy (text) for an email to Anne that: 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? If the student is using their own workplace: Provide evidence of the optimisation(s) they have implemented?

FEEDBACK

THE STUDENT’S PERFORMANCE WAS:

 COMPETENT

 NOT COMPETENT

Feedback to student:

OVERALL RESULT

RESULT FOR UNIT OF COMPETENCY: DGMSEM001 CREATE AND MANAGE PAID SEARCH CAMPAIGNS	OUTCOME
	COMPETENT	NOT COMPETENT
		
Trainer & Assessor ___________________________________ Name ___________________________________ Signature __________________________________ Date	Candidate Acknowledgement I have been provided with feedback on my performance for each Assessment Task. I agree with the outcomes of my Assessment for this Unit of Competency. ___________________________________ Signature ____________________________________ Date