Search Engine Marketing
Course References Number: CRS-Q-0042116-RET
This course covers how to manage, review and monitor the implementation of Paid Search Engine Marketing (SEM) strategies, establish targets for Paid Search Engine Marketing (SEM) campaigns and programmes, conduct analysis on performance of SEM campaigns and recommend opportunities for improvement.
Differentiate between social media platforms including blogging and Twitter
Identify the characteristics of Google Ads, Yahoo Search Marketing, and other data management platforms.
Manage display network placement lists on AdWords and through other contextualadvertising platforms.
Build profitable web marketing programs.
Recommend campaign management tools used for PPC campaigns.
Apply techniques in bid management, ad copy creation, competitor analysis and keyword research.
Differentiate actionable metrics for performance measurement and effective segmentation of keywords, respectively.
Monitor traffic quality, click through rates and conversion rates across account.
Design and test ads for new and existing acquisition campaigns with the knowledge of ad writing techniques.
Monitor the profitability of advertising using proprietary and licensed management software.
Identify low performing ads and placements and make necessary changes to maximise profit and volume.
Identify fraud and low performing sources and domains.
Create reports about new competitors entering the landscape and any possible changes inthe search landscape.
Identify the features of third-party tools and technologies.
Introduction to Digital Marketing Landscape
Digital Marketing and Data Platforms
Audience Segmentation on Digital Marketing Platforms
Digital Marketing Programs and Automation
Setting Digital Marketing Goals and Objectives
Setting Up PPC Search Campaigns on Google Ads
Apply techniques in bid management, ad copy creation, competitor analysis and keyword research
Metrics for Keyword Planning and Display Ad Targeting
PPC Search Success Indicators
Monitoring PPC Search Success
Ad Copy Restrictions
Ad Copywriting Techniques for Display and Search
Design and Test Ads
Advertising Management Software Functions to monitor profitability
A /B Split Testing Techniques
Search and Display Campaign Optimisation and Reporting
Fraud and Placement Optimisation
Additional SEM Tools
Total Duration: 16 hrs (Classroom)
Minimum GCE “N” level with at least 3 GCE “N” Level Passes
Able to speak, listen, write, and read English at a minimum proficiency level of the Employability Skills Workforce Skills Qualification Workplace Literacy Level (WPL) 5.
Recommended all learners to have at least 1 or more years of sales and marketing experience.
WSQ Statement of Attainment (SOA)
Certification of Achievement by Wong Fong Academy Pte Ltd