Search Engine Marketing Training
Course Objectives
The Certificate Course in Search Engine Marketing participants you to:
- Get advanced knowledge and hands-on expertise in SEM Course
- Learn how to use SEM for lead generation and brand building.
- Learn how to create customized, tactful search campaign for your businesses.
- Dwell deep into core SEM concepts like Google AdWords certificate training, AdWords, Algorithms, Click-Through Rates (CTR), writing and placing SEM ads, different types of bidding, SEM keywords, optimizing a brand’s search and display ad campaigns, Remarketing etc.
- Understand Google Analytics, learn to measure and monitor SEM campaign effectiveness, traffic density, conversion rates.
Who should take this course?
- Business owners wanting to leverage SEM as a digital marketing tool
- Working professionals in SEO and SEM
- Digital marketers, brand manager and business marketing heads who want to update yourself with the latest online marketing skills
- Students, fresh grads wanting to break into digital/online marketing field
Course content
Module 1 : Fundamentals of Search Engine Marketing
- Why, how and what of Search Engine Marketing
- Business benefits of Search Engine Marketing
Module 2 : Google Ad Words
- AdWords and PPC advertising: introduction, setting up an account, Microsoft AdCenter,
- Learning about different types of ad campaigns, ad groups, ad keywords
- Mastering AdWords Algorithms: the process, ad ranks, bidding, CTR and quality score
- Features of a search campaign: location targeting, level settings, dynamic and other features
- Bidding strategies: types, advantages and ways
- Examining Ad extensions and ad groups
- Learning how to plan and implement ad keywords use: keyword planner tool
- How to create effective SEM ad campaigns
Module 3 : SEM monitoring and metrics
- Learning how to optimize the search campaigns
- Measuring conversion rates and CTRs
- Detecting spam clicks
- Monitoring keyword performance
Module 4 : Crating effective display search campaigns
- Understanding the types of display campaigns, campaign setting
- Learning how to do: ad scheduling, ad delivery, ad placement, ad grouping Tools and techniques of: display planner, ad placement, ad text development
Module 5 : Remarketing
- What and Why of Remarketing
- Advanced techniques of remarketing: campaign setting and list creation
Module 6 : Mastering Google Analytics
- Starting with the basics: how Google analytics works, Google analytics account
- How to set goals and understanding Google Analytics insights
- Learn all about bounce rates, exit rates and how to reduce them
- Advanced training: Funnel, Link Tagging, Filters and Segments
- Monitoring SEM campaigns using Google Analytics
- Understanding reports
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