Rita Charitable Trust

Search Engine Marketing Executive (1 years diploma)

Search Engine Marketing Executive click here

Brief Job Description: Individuals in this job are responsible for managing all paid
search campaigns on all major search engine networks. They are responsible for
setting up pay-per-click (PPC) campaigns and execute activities such as keyword
research, advertisement copies creation, keywords bidding, set-up of advertisement
extensions etc. to drive relevant paid traffic to the website or landing pages.


Personal Attributes: The individual must have good written and oral communication
skills. The person should be a quick learner with an ability to comprehend and
communicate information effectively. The individual is also required to have good
analytical and quantitative skills to be able to interpret and analyze the campaign
results.

Description
Advertisement Rank Advertisement rank is a value determined by Google that determines the
position and location on a page where your advertisements are shown.
Advertisement
Campaign


A set of advertisement groups that contain ads, keywords and bids. You
can have one or multiple advertisement campaigns.
Advertisement Group A set of keywords, ads, bids, placements and targeting methods. Each
advertisement campaign contains one or more advertisement groups.
Advertisement
Extension
A feature that allows you to display extra information about your business
in your ads, such as address, phone number, additional site links, reviews,
product images and more.
Bounce Rate The percentage of website visitors who leave without visiting another page
on that website. Bounce rates range widely depending on industry and


niche. Although bounce rate can indicate potential content or website
issues, it is not a direct ranking factor, according to Google.
Bid The maximum amount you are willing to spend per click for advertisement
groups or individual keywords.


Conversion When someone clicks on your advertisement and completes a desired
action, such as a purchase or sign up.
Conversion Rate It is the percentage of users who clicked your advertisement and
completed one of your desired actions that you have counted as a
conversion.
Cost Per Acquisition
(CPA)


Cost-per-acquisition is the cost of your total advertisement spends divided
by the number of conversions.
Click-Through Rate
(CTR)


The rate (expressed in a percentage) at which users click on an organic
search result. This is calculated by dividing the total number of organic
clicks by the total number of impressions then multiplying by 100.
Cost Per Click (CPC) Cost-per-click is a type of bidding wherein you pay for each click on your


ads. You specify your CPC bids depending on how much you are willing to
pay for each click your advertisement receives.
Landing Page The webpage where people who click your advertisement will be taken
after clicking on your ad. This page is typically the same one entered into
your destination URL.


Quality Score A key metric that tells you how relevant your advertisements, keywords
and landing page are to someone who sees your ad.
Inbound Link A link to a webpage that originates from an external website.
Split Test Creating a new advertisement based on a winning advertisement with a
slight variation to see which performs better.


Daily Budget The amount you choose for each advertisement campaign to tell Google
how much you want to spend each day.
Meta Tags Information that appears in the HTML source code of a webpage to
describe its contents to search engines. The title tag and meta description
are the most commonly used types of meta tags in SEO.


Outbound Link A link that directs visitors to a page on a different website than the one
they are currently on.
Page Speed The amount of time it takes for a webpage to completely load. Page speed
is ranking factor.
Query The word, words, or phrase that a user enters into a search engine

Where a webpage appears within the organic search results for a specific
query.
Impression The number of times your advertisement is shown. An impression is
counted every time your advertisement is shown on a search engine result
pages.
Impression Share This is the number of impressions your advertisements have received
divided by the estimated number of impressions you were eligible to
receive.


Negative Match A keyword match type that prevents your advertisement from firing for a
certain word or phrase.
Responsive Website A website designed to automatically adapt to a user’s screen size, whether
it’s being viewed on a desktop or mobile device.


Remarketing A feature that allows you to reach people who have previously visited your
website.
Keyword Keywords are terms that are relevant to your business offering which you
want your advertisements to appear for in the search results

.
Invalid Clicks Clicks made by the advertiser themselves, malicious activity from
competitors or robots are classified as invalid clicks. Advertisers are not
charged for any invalid clicks.
Destination URL It is the URL of your landing page where you are sending your users once
they click on your ad.


Sector Sector is a conglomeration of different business operations having similar
businesses and interests. It may also be defined as a distinct subset of the
economy whose components share similar characteristics and interests.
Sub-sector Sub-sector is derived from a further breakdown based on the
characteristics and interests of its components.


Vertical Vertical may exist within a sub-sector representing different domain areas
or the client industries served by the industry.
Occupation Occupation is a set of job roles, which perform similar/related set of
functions in an industry


Function Function is an activity necessary for achieving the key purpose of the
sector, occupation, or area of work, which can be carried out by a person
or a group of persons. Functions are identified through functional analysis
and form the basis of OS.


Sub-functions Sub-functions are sub-activities essential to fulfill the achieving the
objectives of the function.
Job role Job role defines a unique set of functions that together form a unique
employment opportunity in an organization.
Occupational Standards


(OS)
OS specify the standards of performance an individual must achieve when
carrying out a function in the workplace, together with the knowledge and
understanding they need to meet that standard consistently. Occupational
Standards are applicable both in the Indian and global contexts.


Performance Criteria Performance Criteria are statements that together specify the standard of
performance required when carrying out a task
National Occupational
Standards (NOS)
NOS are Occupational Standards which apply uniquely in the Indian
context.


Qualifications Pack
Code
Qualifications Pack Code is a unique reference code that identifies a
qualifications pack.
Qualifications Pack(QP) Qualifications Pack comprises the set of OS, together with the educational,
training and other criteria required to perform a job role. A Qualifications


Pack is assigned a unique qualification pack code.

Qualifications Pack For Search Engine Marketing Executive

Keywords/Terms Description
NOS National Occupational Standard (s)
QP Qualifications Pack
NSQF National Skill Qualifications Framework


NVEQF National Vocational Education Qualifications Framework
NVQF National Vocational Qualifications Framework
Unit Code Unit Code is a unique identifier for an Occupational Standard, which is
denoted by an ‘N’.
Unit Title Unit Title gives a clear overall statement about what the incumbent should
be able to do.


Description Description gives a short summary of the unit content. This would be
helpful to anyone searching on a database to verify that this is the
appropriate OS they are looking for.


Scope Scope is the set of statements specifying the range of variables that an
individual may have to deal with in carrying out the function which have a
critical impact on the quality of performance required.
Knowledge and


Understanding
Knowledge and Understanding are statements which together specify the
technical, generic, professional and organizational specific knowledge that
an individual needs in order to perform to the required standard.


Organizational Context Organizational Context includes the way the organization is structured and
how it operates, including the extent of operative knowledge managers
have of their relevant areas of responsibility.
Technical Knowledge Technical Knowledge is the specific knowledge needed to accomplish
specific designated responsibilities.


Core Skills/Generic
Skills
Core Skills or Generic Skills are a group of skills that are key to learning and
working in today’s world. These skills are typically needed in any work
environment. In the context of the OS, these include communication
related skills that are applicable to most job roles

Research and identify target keywords
Description This OS unit is about creating the list of keywords to target for pay-per-click (PPC)
campaigns after carrying out the research
Scope This unit/task covers the following:
• Perform keyword research


• Create final list of target keywords for bidding
Performance Criteria(PC) w.r.t. the Scope
Element Performance Criteria
Perform keyword
research


To be competent, the user/individual on the job must be able to:
PC1. create a list of products / services provided by the company
PC2. list out search terms that potential customers might use to search for those
products / services in search engines


PC3. identify the right target keywords by using the available keyword research
tools
PC4. evaluate the keywords by their relevancy, search volume, bid amount and
competition
Create final list of
target keywords for
bidding


PC5. prepare the final list of keywords by using the quantitative data provided by
keyword research tools including the key stats like search volume, bid
amount and competition
PC6. identify the keywords with high commercial intent which is more likely to
generate new leads or sales


Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)


The user/individual on the job needs to know and understand:
KA1. company’s products / services offerings and positioning within the industry
KA2. primary target audience of the company for each product / service


KA3. roles and responsibilities of each team member within the marketing
operations
KA4. the people to co-ordinate with, to approve and finalize the search engine
marketing plan

KA5. existing digital marketing efforts along with the campaign’s performance
B. Technical
Knowledge
The user/individual on the job needs to know and understand how to:
KB1. work with the keyword research tools


KB2. do the competitor analysis and identify keywords they are targeting for their
pay-per-click (PPC) campaigns
KB3. find the estimated bid amount and search volume of a keyword
KB4. identify the keywords with high commercial intent
KB5. identify the brand and long-tail keywords


Skills (S)
A. Core Skills/
Generic Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. create report with the analysis of each keyword in terms of their cost-perclick, click-through rate and conversions
SA2. compile traffic analysis report with the breakup of traffic from different
channels like direct, paid, organic, social and referral


Reading Skills
The user/individual on the job needs to know and understand how to:
SA3. stay abreast with the latest trends and best practices for search engine
marketing
SA4. be updated with the ongoing changes and release of new campaign features
by search engines


SA5. monitor competitor’s advertisements in search results for the targeted
keywords
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA6. communicate and collaborate with team members for development of
landing page to be used in campaigns


SA7. present report and analysis on campaign performance to the stakeholders
B. Professional Skills Decision making
The user/individual on the job needs to know and understand how to:
SB1. decide on which keywords need to be targeted based on quantitative data
and company’s focus area and objectives

Plan and Organize
The user/individual on the job needs to know and understand how to:
SB2. plan the activities, project workflow and timelines in accordance with the
campaign requirements and objectives
SB3. organize and interpret data in a detailed and organized manner for the future
use


SB4. manage and meet project / task deadlines successfully
Problem Solving
The user/individual on the job needs to know and understand:
SB5. identify issues which are affecting the performance of the pay-per-click (PPC)
campaigns


Analytical Thinking
The user/individual on the job needs to know and understand:
SB6. how to analyze the data and find out the best opportunities while doing
competitor analysis and carrying out keyword research
Critical Thinking


The user/individual on the job needs to know and understand how to:
SB7. analyze keywords search volume, estimated bid amount and its competition
to determine if it is a right keyword to target

Set-up pay-per-click (PPC) campaigns
Description This OS unit is about setting up the pay-per-click (PPC) campaigns in search
networks to drive relevant paid traffic.
Scope This unit/task covers the following:
 Create advertisement groups
 Create advertisement copies


 Organize target keywords
 Set-up advertisement extensions
 Set-up conversion tracking based on the campaign goals
 Set-up keyword bidding and daily budget for the campaigns
Performance Criteria(PC) w.r.t. the Scope
Element Performance Criteria
Create advertisement
groups


To be competent, the user/individual on the job must be able to:
PC1. create campaign structure and decide the number of advertisement
groups required in a campaign
PC2. create advertisement groups and add associated keywords to be targeted
in it


PC3. create text advertisement copies including the destination URL under
each advertisement group
Create advertisement
copies
PC4. create effective advertisement copies using the headlines and description
elements
PC5. split-test multiple advertisement copies to optimize campaign’s
performance
Organize target


keywords
PC6. organize the related keywords with common theme into one group
PC7. set-up and add the grouped keywords in their respective advertisement
groups
Set-up advertisement
extensions
PC8. identify relevant advertisement extensions that can be added to the
campaigns

PC9. set-up advertisement extensions for the campaigns to improve
performance
Set-up conversion
tracking based on the
campaign goals


PC10. identify the goals of the campaign such as new leads or sales etc.
PC11. add tracking pixels on the website to set-up the conversion tracking
Set-up keyword bidding
and daily budget for the
campaigns
PC12. set-up the bidding method such as manual or automated based on the
campaign objectives


PC13. set-up the daily budget to define the daily expenditure level for each
campaign
Knowledge and Understanding (K)
A. Organizational
Context (Knowledge
of the company /
organization and its
processes)


The user/individual on the job needs to know and understand:
KA1. company’s products / services offerings and positioning within the
industry
KA2. primary target audience of the company for each product / service
KA3. roles and responsibilities of each team member within the marketing
operations


KA4. people to co-ordinate with, to approve and finalize the search engine
marketing plan
KA5. existing digital marketing efforts along with the campaign’s performance
B. Technical Knowledge The user/individual on the job needs to know and understand how to:
KB1. use campaign dashboard of search engine networks
KB2. target audience by their demographics and location


KB3. set-up different advertisement extensions such as price extension etc.
KB4. create different advertisement groups within a campaign
KB5. target keywords by their match such as exact, broadvertisement and
phrase


KB6. add negative keywords at the campaign or advertisement group level
KB7. set-up keyword bidding and define daily campaign budgets
KB8. set-up destination and display URLs for each ad
KB9. set-up conversion tracking to track the conversions

The user/individual on the job needs to know and understand how to:
SA1. create effective advertisement copies based on the need of the target
audience
SA2. create campaign performance report for sharing it with the stakeholders
Reading Skills


The user/individual on the job needs to know and understand how to:
SA3. stay abreast with the latest trends and best practices for search engine
marketing
SA4. be updated with the ongoing changes in paid campaign features and
capabilities


SA5. readvertisement and understand the data provided by the pay-per-click
(PPC) campaign dashboards
Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA6. communicate and collaborate with team members for developing landing
pages


SA7. present the analysis and campaign’s performance report to the key
stakeholders
B. Professional Skills Plan and Organize
The user/individual on the job needs to know and understand:
SB1. how to plan and prioritize the campaigns setup based on the order of
their importance


SB2. how to manage and meet project / task deadlines successfully
Critical Thinking
The user/individual on the job needs to know and understand how to:
SB3. analyze the advertisement spends and conversion rates of each campaign
Decision making


The user/individual on the job needs to know and understand how to:
SB4. decide on which keywords need to be added and which one needs to be
removed based on their performance
Problem Solving
The user/individual on the job needs to know and understand how to: