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Search Engine Marketing
Curriculum
7 Sections
28 Lessons
8 Weeks
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Module 01
4
1.0
INTRODUCTION
1.1
INTRODUCTION TO SEARCH ENGINE MARKETING
1.2
BENEFITS OF SEM IN DIGITAL MARKETING CAMPAIGNS
1.3
DIFFERENCE BETWEEN ORGANIC AND PAID SEARCH RESULTS
Module 02
5
2.0
GOOGLE ADS AND BING ADS PLATFORMS
2.1
ACCOUNT SETUP AND CAMPAIGN STRUCTURE
2.2
CAMPAIGN STRUCTURE
2.3
AD FORMATS AND TARGETING OPTIONS IN GOOGLE ADS AND BING ADS:
2.4
BUDGETING AND BIDDING STRATEGIES
Module 03
4
3.0
IMPORTANCE OF KEYWORD RESEARCH IN SEM
3.1
TOOLS FOR KEYWORD RESEARCH AND ANALYSIS
3.2
UNDERSTANDING KEYWORD METRICS
3.3
LONG-TAIL KEYWORDS AND NICHE TARGETING
Module 04
6
4.0
WRITING COMPELLING AND PERSUASIVE AD COPY
4.1
AD HEADLINE AND DESCRIPTION BEST PRACTICES
4.2
TYPES OF AD HEADLINE WITH EXAMPLES
4.3
TYPES OF AD HEADLINE
4.4
CALL-TO-ACTION (CTA) OPTIMIZATION
4.5
AD EXTENSIONS AND THEIR IMPACT ON PERFORMANCE
Module 05
3
5.0
AD CAMPAIGN SETUP (CAMPAIGN TYPES, AD GROUPS, KEYWORDS)
5.1
AD SCHEDULING AND TARGETING OPTIONS
5.2
MONITORING AD PERFORMANCE AND KEY METRICS (IMPRESSIONS, CLICKS, CTR)
Module 06
4
6.0
SETTING UP CONVERSION TRACKING
6.1
DEFINING CONVERSION GOALS AND TRACKING METRICS
6.2
ATTRIBUTION MODELS AND MEASURING CAMPAIGN EFFECTIVENESS
6.3
ANALYZING PERFORMANCE REPORTS AND MAKING DATA-DRIVEN DECISIONS
ASSESSMENT
3
7.0
Hands-On Exercise
7.1
Caste Studies
7.2
Quiz
15 Minutes
30 Questions
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