Search Engine Marketing

Summary

The Search Engine Marketing module focuses on paid advertising strategies to drive targeted traffic and conversions. It covers the fundamentals of PPC (Pay-Per-Click) advertising, with emphasis on Google Ads and other platforms. Students learn how to conduct keyword research, create compelling ad copy, and manage bidding strategies. The module also addresses campaign organization, quality score optimization, and conversion tracking. Practical exercises help students develop and refine SEM campaigns for maximum ROI.

Key Topics

• PPC Campaign Structure
• Keyword Research and Selection
• Ad Copy Creation and Testing
• Bid Management Strategies
• Campaign Optimization Techniques
• Landing Page Design for SEM
• Google Ads Advanced Features

Exercises

• Build a complete Google Ads campaign structure
• Conduct comprehensive keyword research for a business
• Create and test multiple ad variations
• Develop bid adjustment strategies for different segments