Lesson 1
Introduction to SEM
Learn the basics of Search Engine Marketing and how Google Ads campaigns are organized.
Search Engine Marketing (SEM)
Course
Optimizing visibility in search engine results is an essential part of Digital Marketing. Reinforcing findability through Search Engine Marketing (SEM) is an effective tactic to achieve your marketing objectives. In this course, you learn how to create, execute, and optimize an effective ad campaign using AdWords by Google.
Optimizing visibility in search engine results is an essential part of Digital Marketing. Reinforcing findability through Search Engine Marketing (SEM) is an effective tactic to achieve your marketing objectives. In this course, you learn how to create, execute, and optimize an effective ad campaign using AdWords by Google.
Beginner
4 weeks
Real-world Projects
Completion Certificate
Last Updated February 22, 2024
Search text ads • Cost per click • Google ads • Search engine ad ranking
Value proposition • User personas • Marketing objectives
Course Lessons
Lesson 2
Keywords
You'll learn approaches and tools to developing your keyword lists and understand the power of long tail keywords and how search queries and keywords are
Lesson 3
Ads
You will learn about the different elements of effective text ads, ad extensions, and best practices and the most common mistakes when writing text ads.
Lesson 4
Ad Rank and Maximum CPC bid
Learn how bidding works, how Google decides which ads to place, when, and how to calculate the maximum you should bid per click.
Lesson 5
Metrics and Optimization
In this lesson, we will discuss the KPIs that you should monitor and optimize when running a Google Ads campaign.
Lesson 6 • Project
Evaluate a Google Ads Campaign
Evaluate Google Campaigns and create your own keyword lists in this project.
Taught By The Best
Daniel Kob
Instructor
Dan is a digital media entrepreneur, visual storyteller, and Stanford MBA. He has worked in different roles in media, tech, and marketing in Europe and the US.
Liana Gross Furini
Performance Marketing Manager
Liana is a Digital Marketing Specialist, with 10+ years of experience. She is well versed in all types of paid media, and more recently have been focusing her career on paid social and paid search. Liana holds a Bachelor's Degree in Advertising and a Master's Degree in Social Communications.
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