Search Engine Marketing (SEM) Training by Experts

Module 1: Introduction to Search Engine Marketing

• Overview of SEM

  • What is Search Engine Marketing?
  • Importance of SEM in Digital Marketing
  • Difference between SEM, SEO, and PPC

• Understanding Search Engines

  • How search engines work
  • Organic vs. Paid results
  • Key search engine platforms: Google, Bing, Yahoo

• SEM Terminulogies

  • CPC, CTR, Quality Score, Conversion Rate, etc.

Module 2: Google Ads Basics

• Introduction to Google Ads

  • Types of Google Ads campaigns
  • Google Ads account setup
  • Interface overview and navigation

• Campaign Types

  • Search campaigns
  • Display campaigns
  • Shopping ads
  • Video campaigns (YouTube Ads)
  • Performance Max campaigns

• Keyword Research

  • Importance of keywords in SEM
  • Keyword research touls (Google Keyword Planner, SEMrush, etc.)
  • Long-tail vs. short-tail keywords

Module 3: Setting Up SEM Campaigns

• Search Campaign Creation

  • Writing effective ad copy
  • Creating ad groups and selecting keywords
  • Using match types: Broad, Phrase, Exact, Negative

• Display Campaign Creation

  • Designing image and responsive ads
  • Targeting options: Audience, demographics, interests

• Bid Strategies

  • Manual CPC vs. Automated bidding
  • Enhanced CPC, Target CPA, Target ROAS

Module 4: Optimization Techniques

• Quality Score Optimization

  • Factors affecting Quality Score: CTR, Ad Relevance, Landing Page Experience

• Landing Page Optimization

  • Creating user-friendly, mobile-optimized landing pages
  • A/B testing for landing pages

• Ad Extensions

  • Types of extensions: Sitelinks, Callouts, Structured Snippets
  • Best practices for using ad extensions

Module 5: Analytics and Performance Tracking

• Introduction to Google Analytics

  • Setting up and linking Google Analytics with Ads
  • Tracking conversions and goals

• Analyzing Campaign Performance

  • Understanding metrics: Impressions, clicks, conversions
  • Using reports for insights (Search Query Report, Auction Insights)

• Campaign Optimization

  • Improving CTR, CPC, and conversion rate
  • Identifying and pausing underperforming keywords

Module 6: Advanced SEM Strategies

• Remarketing Campaigns

  • Understanding remarketing
  • Setting up audience lists
  • Dynamic remarketing with display ads

• Competitor Analysis

  • Touls for competitor analysis (SpyFu, Ahrefs, SEMrush)
  • Building strategies to outrank competitors

• Geo-Targeting and Local Search Ads

  • Importance of location-based targeting
  • Setting up and optimizing local ads

Module 7: Bing Ads and Other Platforms

• Overview of Bing Ads

  • Setting up Bing Ads account
  • Importing campaigns from Google Ads

• Advertising on Other Platforms

  • Yahoo Ads
  • DuckDuckGo Advertising

Module 8: Budgeting and ROI in SEM

• Budget Allocation

  • How to set and manage ad budgets
  • Daily vs. monthly budgets

• Measuring ROI in SEM

  • Calculating ROI for SEM campaigns
  • Optimizing for profitability

Module 9: SEM Touls and Automation

• Touls for SEM Management

  • SEMrush, Ahrefs, SpyFu, and Ubersuggest
  • Using Google Ads Editor

• Automation in SEM

  • Using scripts for automation
  • Smart bidding and AI-powered features

Module 10: SEM Best Practices and Trends

• SEM Best Practices

  • Ad copywriting tips
  • Avoiding common SEM mistakes

• Emerging Trends in SEM

  • Voice search and its impact
  • AI and machine learning in SEM

Module 11: Capstone Project

• Create and manage a live SEM campaign
• Analyze and optimize performance
• Present findings and strategy