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Search Engine Marketing (SEM) from an ex-Googler
Rating: 4.1 out of 5(84 ratings)
1,085 students

Search Engine Marketing (SEM) from an ex-Googler

Learn Online Advertising (SEM) through hands on approach learned from working at Google and managing million $ accounts.
Created byAmitabh Verma
Last updated 12/2014
English
English [Auto],

What you'll learn

  • Create and run Search Engine marketing campaigns on Google AdWords
  • Optimise campaigns to get the best possible results
  • Apply tricks and techniques for great ROI, and run campaigns for online sales, lead generation or brand building.

Course content

3 sections • 31 lectures • 4h 46m total length

  • What is Google AdWords?6:02

    Explore how Google AdWords functions as an advertising platform to run ads across Google Search, display sites, and YouTube, with budget control, pay-per-click or impression pricing, and targeted placements.

  • The Google Network15:00

    Compare paid search and organic results on Google, highlighting auction-based rankings and landing page quality; explore the search and display networks, retargeting, and branding versus performance advertising.

  • Advantages of Google AdWords3:29

    Explore Google AdWords' advantages: global reach across 10–15 countries, highly relevant targeting, and fine-grained segmentation with measurable end-to-end results that optimize campaigns.

  • Google Ad Auction2:32

    Explore how the Google ad auction decides ad placement through bids, quality score, and relevance for every search, and how extensions and clicks influence outcomes.

  • AdWords Bids11:09

    Explore AdWords bidding, including CPC, CPM, CPA, and CPV, with max CPC ceilings and actual CPC, and how automatic bidding optimizes clicks, conversions, and impressions.

  • AdWords Ad Quality10:58

    Understand how AdWords quality score blends keyword relevance, landing page quality, and historical CTR; optimize page speed and transparency, and use extensions like call and location to improve ad rank.

  • AdWords Daily Budget2:45

    Learn how the AdWords daily budget caps spend, with Google billing monthly using about 20.4 average days and Sundays delivering up to 120% of the daily budget.

  • Account Structure18:10

    Explore the four-level account structure for Google Ads—account, campaigns, ad groups, and keywords—along with settings for time zone, currency, billing, access levels, and campaign-level targeting and delivery options.

  • Creating a Campaign - Campaign Settings15:10

    Create a campaign using campaign settings, including location and language targeting, bid strategy, and delivery. Set the start date and office hours schedule to control when ads run.

  • Creating a Ad Group5:13

    Learn to create an ad group within a campaign by naming the group, crafting a headline and descriptions under limits, adding display and destination URLs, selecting keywords, and setting bids.

  • AdWords Ad Format5:14

    Explore AdWords ad formats, including headline and description limits, and banner sizes (468x60, 728x90, 300x250, 160x600, 120x600, 200x200, 250x250) with file formats under 150 kb.

  • Keyword Match Type8:49

    Explore the four keyword match types: exact, phrase, broad, and modified broad, with brackets, plus signs, and negative keywords. Group keywords into brand, competitor, and category buckets for bidding.

  • Ad Approval and Policy10:49

    Learn how ad approval and policy govern Google ads, including prohibited and restricted content, safety, country rules, and the editorial and technical requirements for display and video ads.

  • Managing Multiple Accounts - MCC, API, Editor9:08

    Learn how to manage multiple accounts with a single login via My Client Center, link client accounts, and use an API and editor for third-party integrations and offline work.

Requirements

  • Students need to be familiar with internet marketing.

Description

The course teaches you Search Engine Marketing, and especially, how to use Google AdWords to meet your marketing objectives. This is an indepth course, with practical hands on guide. You can expert to start running campaigns for top brands after undergoing this program. I have ensured that only the crux of digital marketing is included in the program, so that you only work on what is necessary and are not overloaded with a lot of material which you can never finish.

Its a course meant for Search Engine marketers, entrepreneurs or students willing to get into the magic world of online advertising and digital marketing.

The course contains 3 parts - Online Advertising Fundamentals, Search Advanced, and Display Advertising. In this program, you will learn all about creating, managing and optimising campaigns meant for brand building, lead generation or online sales. You will learn to run campaigns for search and display networks on desktop, and mobile platforms using text, image, rich media or video ad formats.

A very comprehensive program for everyone in Online Advertising. The program will also prepare you for the Google Certification exams and help you get Google AdWords certified.

Who this course is for:

  • Anyone interested in becoming a Online advertising expert should take this course.
  • Anyone who wants to become a specialist in Digital Marketing
  • Anyone who plans to pass the Google certification exams

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