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Advanced Diploma in Search Engine Marketing

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Study Mode: Online
Enrolled: 3802 students
Course view: 62436
Duration: Self-Paced Learning
Lectures: 71
Course type: Advanced Diploma Courses
Certificate of Completion: FREE
search engine marketing

Having a website has become one of the most important ways to successfully present your company and to reach customers who are most likely to use the internet to find information about a certain product and ultimately buy it. Nonetheless, creating a website is the easier part, as your website must appear at the top of search results in order for users to be able to find you (not including the searches when a user types the name of your company, when you are most likely to appear first).

When users look up a word or phrase using the search engines, they get a displayed list of search results. They go through this list and try to find the result they need, the result that is actually related to the word or phrase that has been used in the search query. However, based on the researches, more than half of users will only scan through the first couple of results, and they are most likely to click on the first one. This is the reason why being positioned at the top of the search result page is an important goal if you want to reach the users.

The discipline that explores different strategies in order to help you get better positioning in the search engines, and thus promote your business online, is called search engine marketing.

 

At the end of this course you will;

  • Understand how search engine marketing works
  • Be introduced to Google Adwords and how to operate an account
  • Learn how to use keywords
  • Learn how bidding and budget works
  • Learn how to create campaign and Ads
  • Understand the process of Campaign Optimization and tracking
  • Understand how to advertising with other neworks
  • Have a basic knowledge in Search engine marketing strategy
  • Know how to setup and analyse Search Engine Marketing for efficiency
  • And many more.

Course Curriculum

SECTION 1: INTRODUCTION TO SEARCH ENGINE MARKETING

1
Definition of SEM

Self-Paced

2
The SEM Terminology

Self-Paced

3
SEO vs. PPC

Self-Paced

4
Changes on the Internet

Self-Paced

SECTION 2: SEARCH ENGINES AND MARKETING

1
Search Engines and Marketing

Self-Paced

2
About Search Engines

Self-Paced

3
Search Engine Market Share

Self-Paced

4
Search Engine Advertising

Self-Paced

SECTION 3: GOOGLE ADWORDS

1
Google AdWords

Self-Paced

2
Google Search, Google Partners and Google Display Network

Self-Paced

3
Specialized Campaign Types

Self-Paced

SECTION 4: GOOGLE ADWORDS ACCOUNT

1
Google AdWords Account

Self-Paced

2
Google AdWords Account Settings

Self-Paced

3
Billing Settings

Self-Paced

4
Other Options

Self-Paced

5
Account Limitations

Self-Paced

SECTION 5: GOOGLE ADWORDS ACCOUNT STRUCTURE

1
Google AdWords Account Structure

Self-Paced

2
Account

Self-Paced

3
Campaign

Self-Paced

4
Ad Group

Self-Paced

SECTION 6: KEYWORDS

1
How Keywords Work?

Self-Paced

2
Keyword Matching Types

Self-Paced

3
Keyword Research

Self-Paced

4
Negative Keywords

Self-Paced

5
Keywords Recommendations

Self-Paced

SECTION 7: BIDDING AND BUDGET

1
Bidding

Self-Paced

2
How Bidding Works?

Self-Paced

3
Setting Up a Bid

Self-Paced

4
Budget

Self-Paced

5
Setting Up a Budget

Self-Paced

SECTION 8: QUALITY SCORE

1
Quality Score

Self-Paced

2
What is Quality Score?

Self-Paced

3
Why is Quality Score Important?

Self-Paced

4
Factors Influencing Quality Score

Self-Paced

5
How to Improve Quality Score?

Self-Paced

SECTION 9: CREATING CAMPAIGNS AND ADS

1
Creating a Campaign

Self-Paced

2
Creating an Ad Group

Self-Paced

3
Creating an Ad

Self-Paced

SECTION 10: OPTIMIZATION OF THE CAMPAIGN

1
Optimization of the Campaign

Self-Paced

2
Other AdWords Tools

Self-Paced

3
Campaign Structure

Self-Paced

SECTION 11: CAMPAIGN TRACKING

1
Conversions

Self-Paced

2
Linking Google Analytics to Google AdWords Account

Self-Paced

3
A/B Testing

Self-Paced

SECTION 12: ADVERTISING WITH BING / YAHOO! NETWORK

1
Advertising with Bing / Yahoo! Network

Self-Paced

2
How to Create an Account?

Self-Paced

3
Main Features

Self-Paced

4
How to Create an Ad?

Self-Paced

5
Campaign Tracking

Self-Paced

SECTION 13: SEO

1
SEO

Self-Paced

2
Search Engines

Self-Paced

3
How SEO Works?

Self-Paced

4
On-Page SEO

Self-Paced

5
Off-Page SEO

Self-Paced

6
Link Building

Self-Paced

7
How to Improve SEO?

Self-Paced

SECTION 14: SEM AND OTHER TYPES OF MARKETING

1
SEM and Other Types of Marketing

Self-Paced

2
Search Engine Marketing and Social Media Marketing

Self-Paced

3
Search Engine Marketing and Email Marketing

Self-Paced

SECTION 15: SETTING UP SEM STRATEGY

1
Setting Up SEM Strategy

Self-Paced

2
Establish a Plan

Self-Paced

3
Highlight the Goals

Self-Paced

4
Determine the Available and Necessary Resources

Self-Paced

5
Analyze the Market and Competitors

Self-Paced

6
Choose the Media

Self-Paced

7
Choose the Tools

Self-Paced

SECTION 16: ANALYZING THE EFFICIENCY OF THE SEM

1
Analyze the Visits

Self-Paced

2
Analyze the Click through Rate

Self-Paced

3
Analyze the Number of Conversions

Self-Paced

4
Analyze the ROI

Self-Paced

5
Wrapping Up

Self-Paced

SECTION 16: QUIZ

1
Quiz

50 questions

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