Search Engine Marketing

Summary

This Search Engine Marketing module provides a comprehensive overview of paid search advertising strategies and implementation. It covers the fundamental principles of PPC (Pay-Per-Click) advertising across major platforms like Google Ads and Microsoft Advertising. Students learn effective keyword research methodologies, campaign structure organization, and ad copy creation techniques. The module emphasizes bid management strategies, quality score optimization, and performance tracking. Advanced topics include audience targeting, ad extensions, and landing page optimization for conversion. Through practical exercises, students develop hands-on experience in creating and managing search campaigns for maximum ROI.

Key Topics

• PPC Campaign Structure
• Keyword Research and Selection
• Ad Copy Development
• Bid Management Strategies
• Quality Score Optimization
• Campaign Tracking and Analysis
• Landing Page Optimization

Exercises

• Conduct keyword research for a specific product
• Create a Google Ads campaign structure
• Write multiple ad variations for A/B testing
• Develop a bid strategy based on conversion goals