Course Description
Search Engine Marketing (SEM) or Pay-Per-Click Advertising (PPC) is one of the best ways to drive targeted, relevant customers to your website or product/services page. You are in control. You set what target keywords your audience will be searching for in order to find your product or service, how much you want to spend per click or per day, and once your campaign is set up correctly – you can quickly pivot in paid search to do more of what is working and less of what isn’t. This module will show you everything.
What You Will Learn
Paid search campaigns are not set-it-and-forget-it. You need to understand the drivers of a paid search campaign from the very beginning. Often, businesses bid on keywords they think their customers will be searching for, when in fact their target audience are searching for a variety of keywords. Test after test has shown that almost no two people search the same way online, so it’s important to understand keyword variations and search volumes to better get in front of the right customers.
- Introduction to SEM
- Average Positioning
- Keyword Volume Tools
- Google AdWords
- Day Parting
- Core Metrics (CPC, CPM, CPA)
- Keyword Research Tools
- Bid Match Types
- Search Moderators & Operators
- World Class SEM Tools & Resources
DID YOU KNOW? 💡
- Paid search is effectively an auction model with limited shelf space.
- CPC (Cost Per Click) is primarily drive by two factors: How many people are searching for any given keyword, and how many businesses want to show up for that keyword.
- Approximately 25% of all searches result in a user clicking on a paid ad
WHO IS THIS FOR?
Any business or individual with a website that wishes to rank for a specific search phrase or keyword.
Specifically, websites that are in their earlier stages (1-2 years) should leverage paid search traffic as diligently as possible until organic traffic begins to ramp up and you can taper off paid campaigns.
Nearly every product or service path to purchase begins online, even if the transaction is completed later offline.
Your customers are looking for you. Are you there?
Prior Knowledge
This SEM course requires no prior knowledge of Search Engine Marketing. If you are a beginner, this is a fundamentals course to help you get off the ground.
If you are intermediate-to-expert level, you may still gain additional knowledge in areas such as managing negative keywords, day-parting by timezone, and how to edge out your competition by responsible bidding – 1st position isn’t always best!
