Search Engine Marketing (SEM) Training

1. Introduction to Search Engine Marketing
2. Various aspects of the Google AdWords program
3. Choosing the right keywords for advertising campaign
4. Various keyword match types and its significance
5. Familiarizing with the PPC auction model
6. Setting up the ad campaign and the right pricing
7. Structuring the campaign based on various conversion factors
8. Analyzing the performance with the right metrics
9. Creating dynamic ads and split test campaigns
10. Google Display Network and video ad campaigns

Digital Marketing Professionals, Advertising, Analytics and Project Managers, Entrepreneurs and Business Personnel.

There are no prerequisites for taking up this training.

In today’s digitally-driven economy, it is important for each and every organization to have a digital presence. Google AdWords is the biggest ad platform on the Internet in order to reach out to your target audience. Most of the organizations are already on the Google AdWords platform and a lot of organizations will get on this bandwagon soon. All this creates huge opportunities for professionals who are having the right training in PPC and have earned the Google AdWords Certification. This training will prepare to take up top jobs in the Search Engine Marketing domain.

Importance of search engine marketing to get the visibility and customers on the internet, the benefits of online advertising compared to other forms of advertising, advertising on Google, Bing, Yahoo and other search engines, networks and websites.

Introduction to keywords, choosing the right keywords based on the business angle and what customers search on search engine, the various types of keyword matches and the significance of each keyword match type.

What is Google AdWords, how Google AdWords works, the various sections of AdWords and best practices defined by Google, Bidding Strategy (CPC), Types of Bidding Strategy, Manual, Auto, Strategies for Advanced Level Bidding, Enhanced CPC, CPA, Flexible Bid Strategy, Advantages and disadvantages of Bid strategies.

The Pay Per Click ad campaign, how PPC works, creating a new ad campaign, choosing the language, location and understanding the Google bidding process for PPC ads, various stages of ad campaigns, deploying split test in ads, AdGroups, Keywords, Ads, etc.

Introduction to various Google ad networks, Google Display network, advertising campaign types- Display, Search., Shopping and Video, comparison between Search and Display Campaign, deploying video ad campaigns, callout extensions and other special features of Google ads, understanding of how AdWords rank Ads?, Detailed description of AdWords Algorithm(Adrank), Quality score, Importance of Quality Score, CTR, Importance of CTR, Bids, Ad-extensions and its Types, Add Ad-extensions in Campaign, AdGroups Creation using tool.

Working with the various metrics in Google ad campaigns, monitoring the right metrics, taking the decisions based on the analytics, measuring the performance of ads, understanding the use of Conversion Tracking, Way to set up Conversion Tracking, Track Code in website, Verifying Conversion statistics

In-depth understanding what works in PPC ad campaigns, daily budget for ads, starting and stopping of the campaigns, importance of ad groups, ad positioning, ad rank, ad action, quality score of ads, cost per click calculations, Keyword Planner Tool different types of keywords-broad, exact, phrase, synonym negative, advantages and disadvantages of keywords, Ads Creation, Ad metrics, Display URL, Destination URL, write an ad copy?, Good and bad examples of Ads, ways to increase CTR, Quality Score and how to increase it, Significance of Negative Keyword, Evaluate Campaign statistics, Conversion Report in Optimization, Keyword Optimization, Ways to reduce OPC, Analyze competitors Performance, Analyzing your competitors performance, Identify Fraud Clicks

Various aspects of targeted ad campaign, targeted placement, targeting the audience, demographics, creating dynamic ads with data feeds, Google sponsored promotion, understanding the audience list and having the right targeted approach.

Display Campaigns – All features and Mobile App, Increasing engagement through Remarketing, Comparison between Display and Search Campaign Settings, Performing campaign settings, Google Ad Scheduling, Google Ad Delivery, Placement of Ads, Creating various AdGroups, Using display planner tool, Finding relevant websites for ads placement, Creating text ads, Creating banner ads using tools, Uploading banner ads, Examples of good/bad banner ads display campaign.

Introduction to Google AdWords Express, how it differs from Google AdWords, the various features and advantages of AdWords Express, ensuring minimal management, getting the right performance of ads.

Extracting the right reports with Google AdWords, key performance indicators, reporting segments, dimension tab and other useful reports in Google AdWords.

Introduction to remarketing, remarketing campaign setup, remarketing List Creation, creating advanced level Lists