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Search Engine Marketing

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Search Engine Marketing

This course is part of multiple programs.

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Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace
Gain insight into a topic and learn the fundamentals.
Beginner level

Recommended experience

2 weeks to complete
at 10 hours a week
Flexible schedule
Learn at your own pace

What you'll learn

  • Master SEM fundamentals and understand SEM vs. SEO.

  • Optimize Google Ads campaigns for better ROI.

  • Implement advanced targeting and remarketing strategies.

  • Utilize Google Ads tools like Performance Max and Universal App Campaigns.

Details to know

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Assessments

24 assignments

Taught in English

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  • 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

There are 2 modules in this course

This comprehensive SEM course will equip you with the skills needed to excel in digital marketing. You'll learn to create, optimize, and manage SEM campaigns, driving targeted traffic and maximizing visibility.

By the end of this course, you will be able to: Understand SEM Fundamentals: Grasp the core principles of Search Engine Marketing, including differences between SEM and SEO. Master Google Ads: Structure accounts, implement bidding strategies, and optimize search, display, and video ads. Develop Remarketing Strategies: Re-engage past visitors through effective remarketing using cookies and Google Analytics. Leverage Advanced Targeting: Utilize in-market, affinity, and custom segment targeting for precise audience engagement. Utilize Advanced Tools: Automate tasks and manage campaigns with tools like rules, scripts, and conversion tracking. Explore Programmatic Buying: Understand programmatic buying and its applications for small businesses. Implement Practical Skills: Engage in hands-on activities to build and optimize campaigns using Performance Max and Universal App Campaigns. Guided by industry experts, you'll work on real-world examples and hands-on activities to develop practical SEM skills, preparing you for success in the digital marketing field.

This comprehensive SEM course will equip you with the skills needed to excel in digital marketing. You'll learn to create, optimize, and manage SEM campaigns, driving targeted traffic and maximizing visibility. Guided by industry experts, you'll work on real-world examples and hands-on activities to develop practical SEM skills, preparing you for success in the digital marketing field.

What's included

145 videos22 readings22 assignments

145 videos•Total 222 minutes
  • SEM Introduction•5 minutes
  • What Will You Learn•2 minutes
  • Introduction to Search Engine Marketing•2 minutes
  • Overview of SEM•2 minutes
  • History of SEM•1 minute
  • SEM vs SEO•2 minutes
  • Benefits of SEM•2 minutes
  • Quick Recap•2 minutes
  • Introduction to Google Ads Auction•1 minute
  • Overview of Ads Auction•2 minutes
  • Quality Score•1 minute
  • Ad Rank and Ad positions•1 minute
  • CPC Maximum and Actual•2 minutes
  • Factors of Quality Score•1 minute
  • Quick Recap•2 minutes
  • Introduction to Keywords and Search Terms•1 minute
  • What are Keywords•1 minute
  • Keyword Match Types•1 minute
  • Search Terms•1 minute
  • Keyword Research with Keyword Planner•1 minute
  • Demo Keyword Planner•5 minutes
  • Demo WordStream•3 minutes
  • Demo SpyFu•7 minutes
  • Demo Keyword toolio•4 minutes
  • Negative Keywords•1 minute
  • Keyword Research•1 minute
  • Quick Recap•1 minute
  • Introduction to Google Ads Account Structure•1 minute
  • Overview of Account Structure•2 minutes
  • Campaigns and Ad Groups•2 minutes
  • Levels of Account Structure•1 minute
  • Account Structure Best Practices•1 minute
  • Account Structure Example•1 minute
  • Activity Build Account Structure•1 minute
  • Quick Recap•1 minute
  • Spotlight•2 minutes
  • Introduction to Understanding Measurement Metrics•2 minutes
  • Measurement Metrics in Google Ads•1 minute
  • Formulas•2 minutes
  • Activity Calculate Different Metrics•1 minute
  • Quick Recap•1 minute
  • Introduction to Bidding Strategies•1 minute
  • Types of Bidding Strategies with Examples•2 minutes
  • Manual vs Automated Bidding•3 minutes
  • Mapping of Marketing Goals•2 minutes
  • Quick Recap•1 minute
  • Introduction to Search Ads and Ad Extensions•2 minutes
  • Search Ads•2 minutes
  • Dynamic Keyword Insertion•1 minute
  • Ad Extensions•2 minutes
  • Real Life Examples•3 minutes
  • Ad Strengths and Strategies•2 minutes
  • Demo Competition Mapping Using Google•5 minutes
  • Quick Recap•1 minute
  • Introduction to Remarketing•0 minutes
  • What Is Remarketing•1 minute
  • Cookies•1 minute
  • Create Remarketing Audiences•1 minute
  • Remarketing with Google Analytics•1 minute
  • Quick Recap•1 minute
  • Introduction to Optimization Techniques in Search Ads•0 minutes
  • Optimization Techniques•2 minutes
  • Campaign Budget in Google Ads•1 minute
  • Quick Recap•1 minute
  • Introduction to Attribution Models•1 minute
  • What is Attribution Modeling•1 minute
  • Types of Attribution Models•2 minutes
  • Quick Recap•1 minute
  • Introduction to Display Ads•1 minute
  • Overview of Display Ads•3 minutes
  • Display Network•2 minutes
  • Examples of Display Ads•2 minutes
  • Benefits of Display Ads•2 minutes
  • Quick Recap•2 minutes
  • Spotlight•1 minute
  • Introduction to Types of Display Ads•1 minute
  • Responsive Display Ads•1 minute
  • Image Display Ads•1 minute
  • Quick Recap•1 minute
  • Introduction to Audience Targeting Types•1 minute
  • In-Market Audience Targeting•1 minute
  • Affinity Audience Targeting•1 minute
  • Custom Segment Targeting•2 minutes
  • Demographic Targeting•1 minute
  • Topic Targeting•1 minute
  • Placement Targeting•1 minute
  • Quick Recap•1 minute
  • Introduction to Optimization Techniques Display Ads•1 minute
  • Negative Placements•1 minute
  • Demographic Targeting•1 minute
  • Placement Targeting•1 minute
  • Quick Recap•0 minutes
  • Introduction to Discovery Ads•1 minute
  • Overview of Discovery Ads•1 minute
  • Discovery Ads Examples•1 minute
  • Quick Recap•1 minute
  • Introduction to Video Ads•1 minute
  • Overview of Video Ads•3 minutes
  • Types of Video Ads•2 minutes
  • Video Ad Formats•1 minute
  • Reach Planner Tool•1 minute
  • Quick Recap•1 minute
  • Spotlight•1 minute
  • Demo Video Ads•10 minutes
  • Introduction to Shopping Ads•1 minute
  • Overview of Shopping Ads•2 minutes
  • Benefits of Shopping Ads•2 minutes
  • Google Merchant Center•2 minutes
  • Product Feed•2 minutes
  • Examples of Shopping Ads•2 minutes
  • Feed Optimization•1 minute
  • Quick Recap•1 minute
  • Introduction to Performance Max•1 minute
  • Performance Max•1 minute
  • Benefits of Performance Max Campaign•1 minute
  • Quick Recap•1 minute
  • Introduction to App Campaigns•0 minutes
  • Overview of Universal App Campaigns•1 minute
  • Activity Create a Google App Campaign•0 minutes
  • Quick Recap•0 minutes
  • Introduction to Conversions•1 minute
  • Overview of Conversions•2 minutes
  • Conversions in Google Ads•2 minutes
  • Mapping Marketing Goals with Conversions•1 minute
  • Activity Set up Conversion Tracking Code•2 minutes
  • Conversion Tracking Examples•1 minute
  • Demo Semrush•5 minutes
  • Quick Recap•1 minute
  • Introduction to Overview of Tools and Settings•1 minute
  • Rules and Scripts•1 minute
  • Access and Security•2 minutes
  • Linking of Accounts•1 minute
  • Quick Recap•1 minute
  • Introduction to Programmatic Buying•1 minute
  • Overview of Programmatic Buying•1 minute
  • Search Engine Marketing and Programmatic Buying•2 minutes
  • Programmatic Advertising for Small Businesses•1 minute
  • Programmatic Advertising•2 minutes
  • Programmatic Buying vs Google Display Network•3 minutes
  • Variety of Ad Formats•1 minute
  • Premium Inventory•1 minute
  • Targeting and Efficiency•1 minute
  • Quick Recap•1 minute
  • Spotlight•1 minute
  • Case Study on TripAdvisor•2 minutes
22 readings•Total 220 minutes
  • Introduction to Search Engine Marketing•10 minutes
  • Google Ads Auction•10 minutes
  • Keywords and Search Terms•10 minutes
  • Google Ads Account Structure•10 minutes
  • Understanding Measurement Metrics•10 minutes
  • Bidding Strategies•10 minutes
  • Search Ads and Ad Extensions•10 minutes
  • Remarketing•10 minutes
  • Optimization Techniques in Search Ads•10 minutes
  • Attribution Models•10 minutes
  • Introduction to Display Ads•10 minutes
  • Types of Display Ads•10 minutes
  • Audience Targeting Types•10 minutes
  • Optimization Techniques Display Ads•10 minutes
  • Introduction to Discovery Ads•10 minutes
  • Introduction to Video Ads•10 minutes
  • Introduction to Shopping Ads•10 minutes
  • Introduction to Performance Max•10 minutes
  • App Campaigns•10 minutes
  • Conversions•10 minutes
  • Overview of Tools and Settings•10 minutes
  • Programmatic Buying•10 minutes
22 assignments•Total 220 minutes
  • Quiz on Introduction to Search Engine Marketing•10 minutes
  • Quiz on Google Ads Auction•10 minutes
  • Quiz on Keywords and Search Terms•10 minutes
  • Quiz on Google Ads Account Structure•10 minutes
  • Quiz on Understanding Measurement Metrics•10 minutes
  • Quiz on Bidding Strategies•10 minutes
  • Quiz on Search Ads and Ad Extensions•10 minutes
  • Quiz on Remarketing•10 minutes
  • Quiz on Optimization Techniques in Search Ads•10 minutes
  • Quiz on Attribution Models•10 minutes
  • Quiz on Introduction to Display Ads•10 minutes
  • Quiz on Types of Display Ads•10 minutes
  • Quiz on Audience Targeting Types•10 minutes
  • Quiz on Optimization Techniques Display Ads•10 minutes
  • Quiz on Introduction to Discovery Ads•10 minutes
  • Quiz on Introduction to Video Ads•10 minutes
  • Quiz on Introduction to Shopping Ads•10 minutes
  • Quiz on Introduction to Performance Max•10 minutes
  • Quiz on App Campaigns•10 minutes
  • Quiz on Conversions•10 minutes
  • Quiz on Overview of Tools and Settings•10 minutes
  • Quiz on Programmatic Buying•10 minutes

This comprehensive SEM course will equip you with the skills needed to excel in digital marketing. You'll learn to create, optimize, and manage SEM campaigns, driving targeted traffic and maximizing visibility. Guided by industry experts, you'll work on real-world examples and hands-on activities to develop practical SEM skills, preparing you for success in the digital marketing field.

What's included

1 reading2 assignments

1 reading•Total 10 minutes
  • Search Engine Marketing Practice Project•10 minutes
2 assignments•Total 240 minutes
  • Assessment for Search Engine Marketing 1•120 minutes
  • Assessment for Search Engine Marketing 2•120 minutes

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Instructor

Simplilearn
23 Courses•28,058 learners

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Frequently asked questions

SEM (Search Engine Marketing) involves paid strategies to increase visibility on search engines, such as Google Ads. SEO (Search Engine Optimization) focuses on optimizing website content and structure to rank higher organically in search results without paid ads.

An SEM marketing course teaches you how to create, manage, and optimize paid advertising campaigns on search engines. You’ll learn about Google Ads, keyword strategies, audience targeting, and other techniques to drive traffic and increase visibility through paid search efforts.

To become a search engine marketer, start by learning SEM fundamentals, including Google Ads and keyword optimization. Gain hands-on experience through courses, certifications, and practical projects. Building a strong understanding of both SEM and SEO can enhance your effectiveness in managing search engine marketing campaigns.

Yes, SEM often involves pay-per-click (PPC) advertising, where you pay each time someone clicks on your ad. PPC is a key component of SEM, allowing you to bid on keywords and display ads in search engine results to attract targeted traffic.

To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. You can try a Free Trial instead, or apply for Financial Aid. The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.

When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile.

Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

Financial aid available,