Search Engine Marketing (SEM)

Course

Optimizing visibility in search engine results is an essential part of Digital Marketing. Reinforcing findability through Search Engine Marketing (SEM) is an effective tactic to achieve your marketing objectives. In this course, you learn how to create, execute, and optimize an effective ad campaign using AdWords by Google.

Beginner
1 week
Last Updated July 30, 2024

Skills you'll learn:

Search text adsCost per click

Prerequisites:

Value propositionUser personasMarketing objectivesCustomer journey mapsMarketing channels

Beginner

1 week

Last Updated July 30, 2024

Skills you'll learn:

Search text ads • Cost per click • Google ads • Search engine ad ranking

Prerequisites:

Value proposition • User personas • Marketing objectives

Course Lessons

Lesson 1

Introduction to SEM

Learn the basics of Search Engine Marketing and how Google Ads campaigns are organized.

Lesson 2

Keywords

You'll learn approaches and tools to developing your keyword lists and understand the power of long tail keywords and how search queries and keywords are

Lesson 3

You will learn about the different elements of effective text ads, ad extensions, and best practices and the most common mistakes when writing text ads.

Lesson 4

Ad Rank and Maximum CPC bid

Learn how bidding works, how Google decides which ads to place, when, and how to calculate the maximum you should bid per click.

Lesson 5

Metrics and Optimization

In this lesson, we will discuss the KPIs that you should monitor and optimize when running a Google Ads campaign.

Lesson 6 • Project

Evaluate a Google Ads Campaign

Evaluate Google Campaigns and create your own keyword lists in this project.

Taught By The Best

Daniel Kob

Instructor

Dan is a digital media entrepreneur, visual storyteller, and Stanford MBA. He has worked in different roles in media, tech, and marketing in Europe and the US.

Liana Gross Furini

Performance Marketing Manager

Liana is a Digital Marketing Specialist, with 10+ years of experience. She is well versed in all types of paid media, and more recently have been focusing her career on paid social and paid search. Liana holds a Bachelor's Degree in Advertising and a Master's Degree in Social Communications.

The Udacity Difference

Combine technology training for employees with industry experts, mentors, and projects, for critical thinking that pushes innovation. Our proven upskilling system goes after success—relentlessly.

Demonstrate proficiency with practical projects

Projects are based on real-world scenarios and challenges, allowing you to apply the skills you learn to practical situations, while giving you real hands-on experience.

Gain proven experience
Retain knowledge longer
Apply new skills immediately

Top-tier services to ensure learner success

Reviewers provide timely and constructive feedback on your project submissions, highlighting areas of improvement and offering practical tips to enhance your work.