Search Engine Marketing

Course References Number: CRS-Q-0042116-RET

Overview:

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.

Learning Outcome:

• 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.
  

Topics Covered:

• 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
  

• Competitor Research
  

• Additional SEM Tools
  

Total Duration: 16 hrs (Classroom)