The role of keywords and keyword phrases in a paid search campaign
A keyword is any specific word you use when conducting a search in a search engine such as Google or Bing that is related to a business or industry sector
Marketing
Elements of an effective paid search ad destination
Bespoke landing pages should be specific to the ad they are linked to, a separate landing page can be created from the main website
Good practice for creating a paid search ad
A good practice for creating a paid search ad is having a professional looking URL, as this can significantly affect the click through rates of your paid search ad
Strengths and weaknesses of evaluation methods
The strengths of a SWOT analysis are that it enables a business or organisation to identify and understand the important areas and factors which has an effect on them.
Assessing market opportunities for new products and/or services
Seasonal factors affect the fluctuations in output and sales in regards to the season of the year, depending on the market for the new product or service
Motivators and inhibitors that influence customer behaviour
Aspiration is the ambition or hope of achieving something such as a goal or objective, therefore the customer is directed towards certain goals
Evaluating market segments and appeal of products
How to evaluate the profitability and stability of market segments and how a range of products may appeal to different market segments.
The principles of market segmentation
The importance of defining market segments and how the characteristics, motivations and behaviours of potential target customers
How can you test and optimise digital marketing campaigns?
Agile approach: The traditional approach is known as waterfall and projects are completed through a number of sequential ad overlapping phases