/Search Engine Marketing (SEM) - Beginner

Course Curriculum

Section 1 · Module 1: Introduction to Search Engine Marketing (SEM)

○ What is SEM? ○ Difference between SEM, SEO, and PPC ○ Benefits of paid search advertising ○ Overview of Google Ads, Bing Ads, and other platforms

Section 2 · Module 2: Understanding Google Ads

○ Google Ads account setup and interface walkthrough ○ Types of Google Ads campaigns (Search, Display, Video, Shopping) ○ How Google Ads bidding works (CPC, CPM, CPA) ▶ Understanding Quality Score and Ad Rank

Section 3 · Module 3: Keyword Research & Targeting

○ Importance of keywords in SEM ○ Types of keywords (broad, phrase, exact match) ○ Negative keywords and their impact on performance

Section 4 · Module 4: Creating High-Performing Ad Campaigns

○ Writing compelling ad copy (Headlines, Descriptions, CTAs) ○ Creating Ad Groups and structuring campaigns ○ Understanding ad extensions and their importance ○ Landing page best practices for better conversions

Section 5 · Module 5: Budgeting & Bidding Strategies

○ Setting up an effective budget for SEM ○ Manual vs. automated bidding strategies ○ Cost-per-click (CPC) vs. Cost-per-acquisition (CPA) bidding ○ Daily vs. lifetime budget settings

Section 6 · Module 6: Performance Tracking & Optimization

○ Understanding Google Ads metrics (CTR, CPC, ROAS) ○ A/B testing for ad performance improvement ○ Using Google Analytics to track SEM success ○ Common SEM mistakes and how to avoid them

Module 2: Understanding Google Ads

Understanding Quality Score and Ad Rank

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