Curriculum
6 Sections
23 Lessons
10 Weeks
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Module 1: Introduction to Search Engine Marketing (SEM)
4
1.1
What is SEM?
1.2
Difference between SEM, SEO, and PPC
1.3
Benefits of paid search advertising
1.4
Overview of Google Ads, Bing Ads, and other platforms
Module 2: Understanding Google Ads
4
2.1
Google Ads account setup and interface walkthrough
2.2
Types of Google Ads campaigns (Search, Display, Video, Shopping)
2.3
How Google Ads bidding works (CPC, CPM, CPA)
2.4
Understanding Quality Score and Ad Rank
Module 3: Keyword Research & Targeting
3
3.1
Importance of keywords in SEM
3.2
Types of keywords (broad, phrase, exact match)
3.3
Negative keywords and their impact on performance
Module 4: Creating High-Performing Ad Campaigns
4
4.1
Writing compelling ad copy (Headlines, Descriptions, CTAs)
4.2
Creating Ad Groups and structuring campaigns
4.3
Understanding ad extensions and their importance
4.4
Landing page best practices for better conversions
Module 5: Budgeting & Bidding Strategies
4
5.1
Setting up an effective budget for SEM
5.2
Manual vs. automated bidding strategies
5.3
Cost-per-click (CPC) vs. Cost-per-acquisition (CPA) bidding
5.4
Daily vs. lifetime budget settings
Module 6: Performance Tracking & Optimization
4
6.1
Understanding Google Ads metrics (CTR, CPC, ROAS)
6.2
A/B testing for ad performance improvement
6.3
Using Google Analytics to track SEM success
6.4
Common SEM mistakes and how to avoid them
Search Engine Marketing (SEM) – Beginner
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