Question 3 Paid search marketing is a cost-effective type of Search Engine Marketing (SEM) that matches your ads with users actively searching online for your products or services. South West Trains were looking to boost conversions and lower costs for their PPC. South West Trains operates around 1,600 trains a day on a network in the South and South West England, serving more than 200 stations and employing around 4,500 people. The South West Trains network includes routes through Hampshire, Surrey, Dorset, Wiltshire, Berkshire, Devon, Somerset, and Greater London, serving a mixture of commuters and longer-distance travellers. As the newly installed marketing manager, you have been appointed to take over the account for South West Trains. One of your first task is to explain any SIX (6) advantages of implementing paid search marketing to your new client. (25 marks)

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