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Udacity

Search Engine Marketing (SEM)

via Udacity

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Overview

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.

Syllabus

  • Introduction to SEM
    • Learn the basics of Search Engine Marketing and how Google Ads campaigns are organized.
  • 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
  • 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.
  • 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.
  • Metrics and Optimization
    • In this lesson, we will discuss the KPIs that you should monitor and optimize when running a Google Ads campaign.
  • Evaluate a Google Ads Campaign
    • Evaluate Google Campaigns and create your own keyword lists in this project.

Taught by

Daniel Kob and Liana Gross Furini

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