Attract and Engage Customers with Digital Marketing
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Attract and Engage Customers with Digital Marketing
This course is part of Google Digital Marketing & E-commerce Professional Certificate
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What you'll learn
Recognize strategies to build brand awareness among potential customers
Explain the purpose of SEO (search engine optimization) and essential SEO terms
Optimize website content for SEO
Understand search engine marketing (SEM) and how it benefits businesses
Skills you'll gain
- Search Engine Optimization
- Customer Engagement
- Marketing Strategy and Techniques
- Search Engine Marketing
- Online Advertising
- Target Audience
- Advertising Campaigns
- Digital Advertising
- Marketing Strategies
- Digital Marketing
- Customer Analysis
- Content Optimization
- Persona Development
- Keyword Research
- Conversion Funnel Analysis
Tools you'll learn
Details to know
See how employees at top companies are mastering in-demand skills
Build your Marketing expertise
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate from Google
There are 4 modules in this course
In the Attract and Engage Customers course you will practice using search engine optimization (SEO), search engine marketing (SEM), and display advertising to attract and engage customers online. You will explore the stages of the marketing funnel and learn how to use digital marketing tactics to move customers through the stages. You’ll learn how to increase the quality and quantity of website traffic by understanding SEO fundamentals like keyword research, search engine algorithms, and link building. You will also learn about paid search and advertising, and explore tactics used to gain visibility and reach potential customers on search engine results pages, or SERPs. By the end of this course you’ll be able to apply digital marketing strategies, best practices, and tools to increase awareness of a business, understand customer needs, and engage people's interests with products and services.
Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job. Learners who complete the eight courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary. By the end of this course, you will be able to do the following: - Identify customer personas and build your target audience - Describe the marketing funnel’s purpose and benefits - Know how to increase your conversion rate - Explain the purpose of SEO and the essential SEO terms to know - Use Google Search Console and its reports to monitor a site’s presence in Google Search results - Recognize the benefits of SEM and why to do it - Understand the fundamentals of Google Ads and targeting audiences
You will learn about the marketing funnel and its stages: awareness, consideration, conversion, and loyalty. You’ll also learn strategies for turning potential customers into paying and repeat customers at each stage of the marketing funnel. Finally, you’ll explore how to use customer personas to understand consumers’ goals, pain points, and preferred online platforms.
What's included
10 videos10 readings5 assignments1 plugin
10 videos•Total 43 minutes
- Introduction to Course 2 •4 minutes
- Welcome to module 1 •2 minutes
- Customer personas for your target audience •4 minutes
- How to create a customer persona •7 minutes
- Introduction to the marketing funnel and its benefits •4 minutes
- Awareness: Strategies to get customers introduced to a brand •5 minutes
- Consideration: Strategies to build interest in your product or service •4 minutes
- Conversion: Strategies to increase the conversion rate on a website •7 minutes
- Loyalty: Strategies to increase the loyalty of customers after a purchase •4 minutes
- Wrap-up•2 minutes
10 readings•Total 70 minutes
- Course 2 overview•8 minutes
- Helpful resources to get started•8 minutes
- Learn to create customer personas •8 minutes
- Activity Exemplar: Create two customer personas•4 minutes
- How a business creates awareness for their products•8 minutes
- Case study: Okabashi uses marketing strategies to attract customers and build interest•8 minutes
- How a marketer increases consideration for a business•8 minutes
- How a marketer increases the conversion rate of an e-commerce website•8 minutes
- How a marketer increases the loyalty of customers post-purchase•8 minutes
- Glossary terms from module 1•2 minutes
5 assignments•Total 104 minutes
- Module 1 challenge •50 minutes
- Activity: Create two customer personas•30 minutes
- Test your knowledge: Create customer personas for your target audience•8 minutes
- Test your knowledge: Awareness and consideration stages of the marketing funnel•8 minutes
- Test your knowledge: Conversion and loyalty•8 minutes
1 plugin•Total 30 minutes
- Practice: Marketing funnel stages and corresponding strategies•30 minutes
You will review the fundamentals of SEO. Then, you’ll gain a basic understanding of how the Google Search engine works and how websites are ranked. Then, you’ll learn how to do keyword research.
What's included
11 videos4 readings4 assignments1 plugin
11 videos•Total 47 minutes
- Welcome to module 2•3 minutes
- How does the Google search engine work?•6 minutes
- How Google determines website rankings•6 minutes
- Breakdown of the Google search engine results pages (SERPs) •4 minutes
- Jake - The purpose and process of search algorithms•3 minutes
- What is SEO and why is it important? •5 minutes
- First steps before implementing SEO•5 minutes
- Keyword research and recommendations•4 minutes
- Daniel - Steps and tips a beginner digital marketer should take to optimize a website for SEO•4 minutes
- Organize your website’s pages: Website structure and navigation •6 minutes
- Wrap-up•2 minutes
4 readings•Total 28 minutes
- Other popular search engines•4 minutes
- Beginner SEO terms•8 minutes
- Site hierarchy best practices•8 minutes
- Glossary terms from module 2•8 minutes
4 assignments•Total 74 minutes
- Module 2 challenge •50 minutes
- Test your knowledge: How search works•8 minutes
- Test your knowledge: The purpose of search engine optimization (SEO)•8 minutes
- Test your knowledge: Keyword research and website structure•8 minutes
1 plugin•Total 10 minutes
- Practice: Structure an e-commerce website•10 minutes
You will examine how to optimize a website for search engine optimization, including strategies for content, images, and linking. You’ll also learn how to help search engines better understand your content. Next, you’ll explore how to craft effective website titles and add structured data markups to help users and search engines find what they need. Then, you’ll learn all about how to use SEO tools to analyze search performance and user behavior.
What's included
9 videos9 readings5 assignments1 plugin
9 videos•Total 33 minutes
- Welcome to module 3•2 minutes
- Optimize a website's content•4 minutes
- Optimize images for a website •5 minutes
- Craft effective titles and meta descriptions •5 minutes
- Create structured data markup•5 minutes
- Introduction to Google Search Console •5 minutes
- Google Search Console reports and metrics •4 minutes
- Dave: My career path into SEO and SEM•2 minutes
- Wrap-up•2 minutes
9 readings•Total 62 minutes
- Best practices for links and promoting a website•8 minutes
- Make your website mobile-friendly•8 minutes
- Control title links and snippets •8 minutes
- Activity Exemplar: Improve webpage titles and meta descriptions•4 minutes
- Establish your business details on Google•8 minutes
- Learn more about Google Search Console•8 minutes
- More tools and reports in Google Search Console•8 minutes
- Bing Webmaster Tools•8 minutes
- Glossary terms from module 3•2 minutes
5 assignments•Total 104 minutes
- Module 3 challenge •50 minutes
- Test your knowledge: Optimize a website's content•8 minutes
- Activity: Improve webpage titles and meta descriptions•30 minutes
- Test your knowledge: Help Google (and users) understand your content•8 minutes
- Test your knowledge: Analyze search performance and user behavior•8 minutes
1 plugin•Total 3 minutes
- Explore: SEO do's and don'ts•3 minutes
You will learn about advertising opportunities within search engines, also called SEM and Google Display advertising. You’ll learn best practices for creating an ad in search results or a display ad. You’ll finish the course understanding how to apply and improve display ads.
What's included
11 videos13 readings6 assignments
11 videos•Total 49 minutes
- Welcome to module 4 •3 minutes
- Understand the benefits of SEM•7 minutes
- Common SEM ad formats in Google Ads •4 minutes
- Ginny - SEM and how to attract customers•4 minutes
- How Google Ads works •7 minutes
- Identify keywords and understand the ad auction •6 minutes
- Best practices when creating a Google Ad in Search •5 minutes
- Introduction to display advertising•5 minutes
- How to optimize a responsive display ad for your goals•5 minutes
- Wrap-up•2 minutes
- Course wrap-up•3 minutes
13 readings•Total 68 minutes
- Common SEM terms•4 minutes
- Google Ads bid strategies•8 minutes
- Case study: How Studley's Flower Gardens uses Google Ads to grow their business•8 minutes
- Google Ads account structure and organization explanation•4 minutes
- Creating a Google Ad•8 minutes
- Activity Exemplar: Create an effective responsive search ad•4 minutes
- Advertise on YouTube•8 minutes
- How to create a responsive display ad•8 minutes
- Activity Exemplar: Optimize responsive display ads•4 minutes
- Glossary terms from module 4•2 minutes
- Reflect and connect with your peers•4 minutes
- Course 2 glossary•2 minutes
- Get started on Course 3•4 minutes
6 assignments•Total 134 minutes
- Module 4 challenge •50 minutes
- Test your knowledge: Understand search engine marketing (SEM)•8 minutes
- Activity: Create an effective responsive search ad•30 minutes
- Test your knowledge: Apply search engine marketing•8 minutes
- Activity: Optimize responsive display ads•30 minutes
- Test your knowledge: Apply display advertising•8 minutes
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Reviewed on Apr 21, 2023
I really enjoyed going through this course. The materials were too notch and instructional ni helping me improve in marketing. Great course all together. Many thanks to the coach and instructors.
Reviewed on Jan 23, 2024
Informative, instructive, provides activity practice. I learned a lot, I took a lot of notes and I look forward to finishing the 7 courses and using my notes to apply what i've learned to my business.
Reviewed on Jan 9, 2024
Best one so far! Here's where I really began to learn something new and really enjoyed digging into Google Ads, etc. I enjoyed Coach AJ's delivery, authenticity and constant encouragement.
Frequently asked questions
Digital marketing is about connecting people and brands online. Digital marketing uses social media, display advertising, email, search engines, and other online channels to attract and engage customers, encourage them to make purchases, and build customer loyalty.
E-commerce refers to the trading of goods and services over the internet. E-commerce uses online platforms to buy and sell products and services, which includes designing an online store, crafting product listings, conducting market research, fulfilling orders, and analyzing store performance.
Digital marketing and e-commerce specialists perform a variety of tasks related to advertising and selling online. Different companies define these roles in various ways, but there is often overlap between them. Some common responsibilities include planning and creating ads and other content for websites, social media, and email; optimizing content for search engines; analyzing data to gain marketing insights; managing online stores; and creating and updating product listings.
During the pandemic, hiring for digital marketing and e-commerce related jobs boomed as more businesses moved online—between February and April 2020, e-commerce grew more than it had in the previous decade. Research shows that there were 40,000+ digital marketing and e-commerce job openings in the past 12 months in the U.S., and the number of available roles is projected to grow in the coming years. The rise of automation, machine learning, and new technologies in e-commerce and digital marketing means candidates will be expected to demonstrate knowledge in the use of digital technologies, which is currently a skills gap that leaves roles unfilled. People can prepare for jobs in these fields through this new entry-level Google Career Certificate.
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