Search Engine Marketing and Paid Search

What You Will Learn

• 1 Learn the fundamentals of search engine marketing and how paid search fits into digital strategy.
• 2 Understand how search engines crawl, index, and rank results to inform your advertising decisions.
• 3 Apply keyword research methods to build a comprehensive targeting architecture.
• 4 Analyze search intent to align ads with user needs and improve conversion rates.
• 5 Develop campaign structures that organize keywords, ads, and budgets for clarity and performance.
• 6 Use bidding strategies and auction insights to control costs and maximize return.
• 7 Create compelling ad copy that increases click-through rate while staying relevant.
• 8 Design landing pages that convert visitors and maintain high quality scores.
• 9 Implement measurement frameworks with KPIs and attribution to prove ROI.
• 10 Optimize campaigns using data-driven testing, segmentation, and automation.
• 11 Apply advanced targeting options such as audiences, devices, and geolocation.
• 12 Develop a strategic SEM roadmap that integrates with broader marketing objectives.