Certificate Program in Search Engine Marketing

Program Structure

The entire program has been broken into 6 sessions of 8 hours each:

Session One

  • Intro
  • Who is This Course For?
  • Online Marketing?
  • Intro To SEM
  • Why SEM?
  • Important Terminologies
  • Create Adwords Account

Session Two

  • Under standing Campaign Brief
  • Defining Target Market and Market Research
  • Intro To Campaign Planning
  • Basics of Adwords
  • Account Structure
  • Adwords MCC
  • Campaign Type
  • Campaign Structure
  • Adgroup Strcuture
  • Keyword and Keyword Types
  • Intro To Keyword Planner

Session Three

  • Google Auction System and Bidding
  • Quality Score – What, Why &How ?
  • Text Ad-Copy & Guide Lines
  • Important Terminologies & Explanation
  • Intro To Google Display Network
  • Targeting Methods
  • Intro To Display Campaign Planner
  • Display Ad-Types
  • Keyword Planner
  • Display Campaign Planner

Session Four

  • Live Campaign
  • Keyword Research and Planning
  • Display Research and Planning
  • Ad-Copy Writing
  • Campaign Setup
  • Use of Display Ad Builder
  • Performance Tracking & Reporting
  • Google Analytics (Linking & Brief Intro)
  • Landing Page Analysis Levers
  • Search Optimization Levers
  • Display Optimization Levers

Session Five

  • Reporting and Analysis
  • Optimize Campaign
  • Review Assignment
  • Advance Features
  • Dynamic Keyword Insertion
  • Extensions
  • Bid Adjustments
  • Auction Insights
  • Setup Video Campaign (Sample)
  • Google Merchant Center
  • Shopping Campaign
  • Adwords Editor
  • Mobile Campaign
  • Dynamic Search Ads
  • Change History
  • Diagnosis
  • Adwords Scripts

Session Six

  • Fundamentals Exam
  • Best Practice of Search, Display, Remarketing, Shopping,
  • Latest Features
  • Industry Case Studies

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