- The 10 Best SEM Courses And Certifications In 2026
- SEM Courses At a Glance
- How To Choose An SEM Course
- Are SEM Courses And Certifications Worth It?
- SEM Certifications And Complete Courses
- Free SEM Courses For Beginners
- Courses For The Organic Side Of Search
- SEO vs SEM: Which Should You Learn?
- How We Chose These Courses
- Learn More About Search Marketing
The best SEM course for you depends on your level and your budget. If you want an official credential for free, start with the Google Ads Search Certification on Skillshop. If you are a complete beginner, Google's Attract and Engage Customers course and the free Coursera and Skillshop courses give you the basics of search ads in a few hours. If you want a complete course with hands-on campaign training, the Reliablesoft Google Ads Course, Simplilearn's Search Engine Marketing course and Udacity's SEM course go deeper. Most of the courses on this list are free to start.
SEM (search engine marketing) today mostly means paid search: running ads on Google and other search engines. That is the focus of this list, with two courses at the end for the organic side of search, keyword research and SEO.
The 10 Best SEM Courses And Certifications In 2026
- Google Ads Search Certification by Google (Free)
- Google Ads Course by Reliablesoft
- Search Engine Marketing by Simplilearn (Coursera)
- Google Search Advertising Foundations (Coursera)
- Search Engine Marketing (SEM) by Udacity
- Attract and Engage Customers with Digital Marketing by Google
- Create a Google Ads Search Campaign (Coursera)
- Promote a Business With Online Advertising by Google (Free)
- SEO: Keyword Strategy by LinkedIn Learning
- The Complete SEO Course by Reliablesoft
SEM Courses At a Glance
| Course | Best For | Cost | Duration | Certificate |
|---|---|---|---|---|
| Google Ads Search Certification | An official Google credential | Free | Free training, then a 75-minute assessment | Yes |
| Google Ads Course by Reliablesoft | Running profitable campaigns, step by step | $127 (21-course bundle) | 11 lessons | Yes |
| Search Engine Marketing by Simplilearn | A complete SEM course with a certificate | Free to enroll | About 20 hours | Yes |
| Google Search Advertising Foundations | Building your first search campaign | Free to enroll; certificate paid | About 20 hours | Yes |
| Search Engine Marketing (SEM) by Udacity | A short course with a project | Subscription or one-time purchase | 7 hours | Yes |
| Attract and Engage Customers by Google | Beginners who want SEO and SEM together | Free to enroll | About 14 hours | Yes |
| Create a Google Ads Search Campaign | Setting up your first campaign | Free to enroll | 2 hours | Yes |
| Promote a Business With Online Advertising | Business owners starting with ads | Free | 3 hours | No |
| SEO: Keyword Strategy by LinkedIn Learning | Keyword research for SEO and PPC | Subscription (1-month free trial) | 1 hour 26 minutes | Yes |
| The Complete SEO Course by Reliablesoft | The organic side of search | $67 | 6 courses, 49 lessons | Yes |
Below you will find what each course covers, who it suits, what it costs, and where it falls short, followed by how to choose the right one and whether an SEM certification is worth it.
How To Choose An SEM Course
Start with three questions:
Are you a beginner or do you already run campaigns? - If you have never run an ad, start with a short free course like Create a Google Ads Search Campaign or Google's Promote a Business With Online Advertising, then move on to a complete course. If you already manage campaigns, the Google Ads Search Certification and the Reliablesoft Google Ads Course will add more, because they go into bidding, optimization and measurement.
Do you want a free course or a certificate?
- Free: the Google Ads Search Certification and Promote a Business With Online Advertising. The Coursera courses are free to enroll, with a paid option for the certificate.
- A certificate for your resume: the Google Ads Search Certification carries the most weight, because it comes from Google. Simplilearn, Udacity and the Reliablesoft courses also give you a certificate. Our list of PPC marketing certifications covers more credentials.
- Running ads for your own business: the Reliablesoft Google Ads Course, because it teaches the exact framework we use for clients, and Google's free courses for the platform basics.
Do you only want paid search, or SEO too? - Most SEM courses teach Google Ads. If you want to get traffic from search without paying for every click, add a keyword research or SEO course from the end of this list.
Are SEM Courses And Certifications Worth It?
An SEM course is worth it if you use it to run real campaigns, not just to collect a certificate. Paid search is one of the few marketing skills where you can see the result of every decision in your own numbers: what each click cost, which keywords converted, and what each sale was worth.
What a good course gives you:
A structured path - Instead of learning Google Ads by trial and error (and paying for every error), you learn account structure, keywords, ads, bidding and measurement in a logical order.
Skills that pay - Businesses spend real money on search ads, so people who can make that money work are in demand, whether as employees, freelancers or agency specialists.
Proof of your skills - A Google Ads certification shows employers and clients that you know the platform. Combine it with a campaign you have run, even a small one, and you have a strong case for a first job or client.
Before paying for a course, start with the free Google training. It covers the platform well, so paid courses should give you something more: a proven framework, support, or hands-on projects.
SEM Certifications And Complete Courses
1. Google Ads Search Certification by Google (Free)
- Best For: An official Google credential
- Duration: Free training path, then a 75-minute assessment
- Cost: Free
- Certificate: Yes
The Google Ads Search Certification is Google's own credential for search advertising, earned on its free training platform, Skillshop. Because it comes straight from the platform you will be working in, it is widely recognized by employers and clients.
What you need to know:
- The training on Skillshop and the assessment are free; you only need a Skillshop account
- You have 75 minutes for the assessment and need a score of 80% or higher to pass
- If you don't pass, you can retake it a day later
- The certification is valid for one year, then you retake the assessment to renew it
- It counts toward Google Partner status for agencies
Why Enroll In This Course?
It costs nothing, and the credential carries Google's name. Preparing for it is also a structured way to learn how Google Search campaigns work, from structure and keywords to bidding and measurement.
Google has also introduced professional certifications for Search, Display and Video. They are proctored and test hands-on skills, and Google says they will require a fee in the future. The foundational certifications stay free.
Read our guide to Google Ads certifications for how the exams work and how to prepare.
Where it falls short: it teaches how Google wants you to use Google Ads. It won't tell you when Google's recommendations cost you money, which is what a practitioner's course adds.
2. Google Ads Course by Reliablesoft
- Best For: Running profitable campaigns, step by step
- Duration: 11 lessons (self-paced)
- Cost: $127 (includes the 21-course Digital Marketing Full Course)
- Certificate: Yes (SEO and Digital Marketing certificates)
The Google Ads Course by Reliablesoft Academy teaches you how to run profitable PPC campaigns. It starts from the beginning, with setting up a new account and conversion tracking, and goes through every major campaign type.
The course has 11 lessons covering the following topics:
- Introduction to Google Ads
- Setting up a Google Ads account
- Google Ads conversion tracking
- Google Search campaigns
- Google Display campaigns
- Dynamic Search Ads
- Remarketing campaigns
- Discovery campaigns (now called Demand Gen)
- Google Ads optimization
Why Enroll In This Course?
You learn the exact framework Reliablesoft uses to run Google Ads campaigns for its clients. Unlike courses that teach the theory, it is practical and based on what has worked in real accounts. Reliablesoft is an official Google Partner.
The course is part of the Digital Marketing Full Course, so you also get 20 other courses, including SEO, Facebook Ads and Google Analytics. You get free lifetime updates, a 60-day money-back guarantee, and the chance to earn a Digital Marketing Certificate.
Where it falls short: it focuses on Google Ads. If you also want to advertise on Microsoft Advertising or Amazon, you will need platform-specific training for those.
3. Search Engine Marketing by Simplilearn (Coursera)
- Best For: A complete SEM course with a certificate
- Duration: About 20 hours (2 weeks at 10 hours a week)
- Cost: Free to enroll
- Certificate: Yes
Search Engine Marketing by Simplilearn is one of the most complete SEM courses on Coursera. It packs 145 videos, 22 readings and 22 assignments into one main module, followed by an assessment.
The course covers the following topics:
- How paid search works
- Google Ads account structure
- Keyword research and bidding strategies
- Search, display and video ads
- Remarketing to past visitors
- Measuring results with Google Analytics
Why Enroll In This Course?
It goes further than the short beginner courses on this list, into account structure, bidding and remarketing, and it is free to enroll. The assessment at the end gives you a shareable certificate for your LinkedIn profile.
Where it falls short: with 145 short videos, it is a lot of content to work through. If you only want to launch one campaign quickly, the 2-hour guided project below is faster.
4. Google Search Advertising Foundations (Coursera)
- Best For: Building your first search campaign
- Duration: About 20 hours (6 modules)
- Cost: Free to enroll; the certificate is paid
- Certificate: Yes
Google Search Advertising Foundations is a structured Coursera course that takes you from an empty account to a running search campaign.
The course has 6 modules covering the following topics:
- Getting started with Google Ads
- Developing a keyword strategy
- Key metrics and the Google Ads auction
- Writing text ads that deliver the right message
- Increasing ad relevance with assets
- Review and application
Why Enroll In This Course?
By the end, you will be able to create and monitor a search campaign, use keyword targeting and assets to improve it, and write responsive search ads that match your campaign goals. The step-by-step order suits people who learn best by building something.
Where it falls short: it covers Search campaigns only. For display, video and remarketing, look at Simplilearn or the Reliablesoft course.
5. Search Engine Marketing (SEM) by Udacity
- Best For: A short course with a project
- Duration: 7 hours (5 lessons and a project)
- Cost: Monthly subscription or a one-time course purchase
- Certificate: Yes, with a subscription
Udacity's Search Engine Marketing (SEM) course teaches you to plan and run search campaigns, from keyword research to ad creation, bid management and analytics. It is taught by Daniel Kob and performance marketing manager Liana Gross Furini.
The course covers the following topics:
- Search text ads and dynamic search ads
- Keyword lists
- Cost per click and ad rank
- A/B testing your ads
- Digital marketing metrics
Why Enroll In This Course?
It is short, and it ends with a project where you apply what you learned, which is more useful than a quiz. It is a good fit if you want a compact course with a clear finish line.
Where it falls short: it expects you to know the marketing basics first (value propositions, personas, customer journeys), so complete beginners should start with one of Google's free courses.
Free SEM Courses For Beginners
6. Attract and Engage Customers with Digital Marketing by Google
- Best For: Beginners who want SEO and SEM together
- Duration: About 14 hours (4 modules)
- Cost: Free to enroll; the certificate comes with Coursera Plus
- Certificate: Yes
Attract and Engage Customers with Digital Marketing is a course by Google on Coursera. It is part of the Google Digital Marketing & E-commerce Professional Certificate, but you can take it on its own.
The course has 4 modules covering the following topics:
- Attract and engage customers
- Understand search engine optimization (SEO)
- Apply search engine optimization (SEO)
- Search engine marketing (SEM) and display advertising
Why Enroll In This Course?
It is the only course on this list that teaches both sides of search, SEO and paid ads, in one place, from Google. The quizzes and activities help you practice as you go, and it counts toward the full Google certificate if you decide to continue. Read our Google Digital Marketing & E-commerce Certificate review for more on the full program.
Where it falls short: only one of the four modules is about paid search, so it is an introduction to SEM rather than a full course.
7. Create a Google Ads Search Campaign (Coursera)
- Best For: Setting up your first campaign
- Duration: 2 hours
- Cost: Free to enroll
- Certificate: Yes
Create a Google Ads Search Campaign is a Coursera guided project taught by Angelo Paolillo. In two hours, you build a structured search campaign while following along with the instructor.
You learn how to:
- Plan a search campaign around your goals
- Structure a Google Ads Search campaign
- Choose targeting options and keyword match types
- Design your ads
- Manage your budget and pay-per-click costs
Why Enroll In This Course?
The guided project format means you actually set up a campaign as you learn, rather than watching someone else do it. It is the fastest way on this list to go from zero to a working campaign.
Where it falls short: two hours is only enough for the setup. It won't teach you how to optimize a campaign once it is running.
8. Promote a Business With Online Advertising by Google (Free)
- Best For: Business owners starting with ads
- Duration: 3 hours (5 short courses)
- Cost: Free
- Certificate: No
Google is the most popular search engine in the world, so there is no better place to learn the basics of search advertising. Promote a Business With Online Advertising is a free collection of short courses on Google Skillshop.
The collection has 5 courses covering the following topics:
- Search ads
- Optimizing your search campaigns
- Display advertising
- Advertising on other websites
- Email marketing
Why Enroll In This Course?
The lessons are short and easy to follow, even if you are not familiar with the jargon. It is a good first step for a business owner who wants to understand what an agency or freelancer will do with their ad budget.
Where it falls short: there is no certificate, and the courses stay at the introductory level.
Courses For The Organic Side Of Search
9. SEO: Keyword Strategy by LinkedIn Learning
- Best For: Keyword research for SEO and PPC
- Duration: 1 hour 26 minutes
- Cost: LinkedIn Learning subscription (1-month free trial)
- Certificate: Yes (certificate of completion)
LinkedIn's SEO: Keyword Strategy course is taught by digital marketing instructor Matt Bailey. Keyword research sits at the base of both SEO and paid search, which is why it earns a place on an SEM list. It has a 4.7 out of 5 rating from more than 200 ratings.
The course covers the following topics:
- Keyword research fundamentals
- Analyzing search results pages
- Using SEO tools to find keywords
- Spotting keyword patterns
- Mapping keywords to the customer lifecycle
- Using keywords to improve paid search
Why Enroll In This Course?
It is short and focused, and the skills transfer directly to your Google Ads keyword lists. The certificate of completion can be added to your LinkedIn profile.
Where it falls short: you need a LinkedIn Learning subscription after the free month, and it covers keywords only, not campaign management.
10. The Complete SEO Course by Reliablesoft
- Best For: The organic side of search
- Duration: 6 courses, 49 lessons (self-paced)
- Cost: $67
- Certificate: Yes (SEO Certification)
The Complete SEO Course by Reliablesoft teaches you how to get traffic from Google without paying for every click. It is a bundle of 6 courses: The Complete SEO Course, AI SEO, eCommerce SEO, Keyword Research, Google Analytics and AI Traffic Mastery.
Together, the courses cover the following topics:
- How search engines work
- On-page SEO
- Technical SEO
- Link building
- SEO for AI search
- Measuring results with Google Analytics
Why Enroll In This Course?
Paid search stops the moment you stop paying. SEO keeps bringing visitors, so most businesses that run Google Ads also want to rank organically for the same keywords. It's the blueprint we use to generate traffic from organic search for our own website and our clients.
The course is highly rated by students. You can take it online or download the courses and learn offline, and it comes with free lifetime updates and a 60-day money-back guarantee. Pass the exam and you earn an SEO Certification for your resume.
Where it falls short: it doesn't cover paid search. Pair it with one of the Google Ads courses above if you want both.
SEO vs SEM: Which Should You Learn?
Search engine marketing usually means paid search: you pay Google to show your ad at the top of the results and pay again for every click. SEO is the unpaid side: you earn your place in the organic results with content and a well-optimized website.
Which to learn first depends on what you need:
- SEM brings traffic from the day your campaign goes live, so it suits businesses that need sales now, and marketers who want to work with measurable budgets.
- SEO takes months to build but keeps bringing visitors without paying for each one, so it suits businesses that can invest for the long term.
The two work best together. Keyword research is the same skill in both, your search ads show which keywords convert before you invest in ranking for them, and a business that ranks organically can spend less on ads for the same terms. That is why most search marketing jobs ask for some knowledge of both.
How We Chose These Courses
We looked for courses that teach practical search marketing skills from providers with a track record: Google itself, Coursera's course partners, Udacity and LinkedIn Learning, plus our own courses, which are built on the campaigns we run for clients.
We checked every course on the provider’s own page for its current price, length, and certificate, and removed courses that have been retired. We included free and paid options, and beginner and advanced courses, so there is a good choice at every level and budget.
The review was done by a digital marketer with more than 20 years of experience in SEO and paid search.
