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Whether a business is new to digital media spends or has digital media as an established part of its media mix, Search Engine Marketing (SEM) forms a large part of the total digital media spends. It is the core area of customer acquisition for most brands that use digital platforms to reach out to potential customers. The demand for skilled SEM professionals far surpasses the availability of the same.

This is a 48-hour program centered on the industry standard Google Adwords program. It is a practical, hands-on program that will equip you to run an SEM campaign from start to finish. You will learn to strategize, initiate, run and optimize an SEM campaign. The course also prepares you for the Google Advertising Professional (GAP) examination.

LEARNING OUTCOMES:

Search Engine Marketing Fundamentals
Keyword Research & Campaign Structure
Campaign Management on the web console & Google Adwords Editor
Campaign Optimization
Campaign Optimization
Live Campaign Management – Analysis & Reporting
Micro Level Campaign Optimization
Consultation and Practice on Live Campaign
Advanced Google Tools / Excel Techniques / Short Cuts
SEM Estimation / Planning / Strategy / Case Studies
Integration of Google Adwords and Google Analytics examination
How Google auction Works?
Remarketing and best practices

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Program Structure

The entire program has been broken into 6 sessions of 8 hours each:

Module 1 :
Session One

Intro Who Is This Course For? Online Marketing? Intro To SEM Why SEM? Important Terminologies Create Adwords Account

Module 2 :
Session Two

Under standing Campaign Brief Defining Target Market And Market Research Intro To Campaign Planning Basics Of Adwords Account Structure Adwords MCC Campaign Type Campaign Structure Adgroup Strcuture Keyword And Keyword Types Intro To Keyword Planner

Module 3 :
Session Three

Google Auction System and Bidding Quality Score – What, Why &How ? Text Ad-Copy & Guide Lines Important Terminologies & Explanation Intro To Google Display Network Targeting Methods Intro To Display Campaign Planner Display Ad-Types Keyword Planner Display Campaign Planner

Module 4 :
Session Four

Live Campaign Keyword Research And Planning Display Research And Planning Ad-Copy Writing Campaign Setup Use Of Display Ad Builder Performance Tracking & Reporting Google Analytics (Linking & Brief Intro) Landing Page Analysis Levers Search Optimization Levers Display Optimization Levers

Module 5 :
Session Five

Reporting and Analysis Optimize Campaign Review Assignment Advance Features Dynamic Keyword Insertion Extensions Bid Adjustments Auction Insights Setup Video Campaign (Sample) Google Merchant Center Shopping Campaign Adwords Editor Mobile Campaign Dynamic Search Ads Change History Diagnosis Adwords Scripts

Module 6 :
Session Six

Fundamentals Exam Best Practice Of Search, Display, Remarketing, Shopping, Latest Features Industry Case Studies

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