Best Digital Marketing
Training Programs

The weekend programs are designed for working professionals who are either new to digital marketing or want to specialize in a particular aspect of digital marketing. Conducted by senior digital marketing professionals, the programs are highly interactive with a focus on practical learning.


Search Engine Marketing

48 Hours, Weekends Only (Saturday or Sunday)

Whether a business is new to digital media spends or has digital media as an established part of its media mix, Search Engine Marketing (SEM) forms a large part of the total digital media spends. It is the core area of customer acquisition for most brands that use digital platforms to reach out to potential customers. The demand for skilled SEM professionals far surpasses the availability of the same.

This is a 48-hour program centered on the industry standard Google Adwords program. It is a practical, hands-on program that will equip you to run an SEM campaign from start to finish. You will learn to strategize, initiate, run and optimize an SEM campaign. The course also prepares you for the Google Advertising Professional (GAP) examination.

LEARNING OUTCOMES:

  • Search Engine Marketing Fundamentals
  • Keyword Research & Campaign Structure
  • Campaign Management on the web console & Google Adwords Editor
  • Campaign Optimization
  • Campaign Optimization
  • Live Campaign Management – Analysis & Reporting
  • Micro Level Campaign Optimization
  • Consultation and Practice on Live Campaign
  • Advanced Google Tools / Excel Techniques / Short Cuts
  • SEM Estimation / Planning / Strategy / Case Studies
  • Integration of Google Adwords and Google Analytics examination
  • How Google auction Works?
  • Remarketing and best practices

Program Structure

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

Module 1 :Session One

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

Module 2 :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

Module 3 :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

Module 4 : 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

Module 5 : 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

Module 6 : Session Six

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

Most businesses think that SEO is the only benefit they can gain from search engines, not realizing the tangible and easily achievable benefits of Search Engine Marketing or SEM. This affordable and high ROI avenue makes it possible for brands to advertise on search engines and make it appear among paid search results. These results usually appear above the organic search results. Since the ads appear only to the target audience, the chances of conversion are much higher. SEM is also cheap as the advertiser only has to pay a nominal amount and that too when the user clicks on the ad. To gain the most benefit from SEM, one needs to be well-versed in the subject and have undergone a search engine marketing training. With the plethora of search engine marketing courses everywhere, it should not be too difficult to find one that matches your needs and requirements.