Search Engine Marketing

Week 1: Introduction to Search Engine Marketing (SEM)

 • Module 1: Fundamentals of SEM

 ◦ Definition and Importance of SEM

 ◦ Difference Between SEO and SEM

 ◦ Overview of Search Engines (Google, Bing, Yahoo)

 • Module 2: Keyword Research and Selection

 ◦ Importance of Keywords

 ◦ Tools for Keyword Research (Google Keyword Planner, SEMrush)

 ◦ Long-tail vs. Short-tail Keywords

Week 2: Creating Effective SEM Campaigns

 • Module 3: Pay-Per-Click (PPC) Advertising

 ◦ Basics of PPC

 ◦ Setting Up Google Ads Campaigns

 ◦ Ad Formats and Extensions

 • Module 4: Writing Effective Ad Copy

 ◦ Best Practices for Ad Copy

 ◦ A/B Testing for Ads

 ◦ Quality Score and Its Impact

Week 3: Optimization and Analytics

 • Module 5: Campaign Optimization

 ◦ Bid Management Strategies

 ◦ Ad Scheduling and Targeting

 ◦ Landing Page Optimization

 • Module 6: Analytics and Reporting

 ◦ Using Google Analytics for SEM

 ◦ Key Metrics to Track (CTR, CPC, Conversion Rate)

 ◦ Creating and Interpreting Reports

Week 4: Advanced Topics and Case Studies

 • Module 7: Advanced SEM Strategies

 ◦ Remarketing and Retargeting

 ◦ Mobile SEM Strategies

 ◦ Local Search Marketing

 • Module 8: Case Studies and Real-world Applications

 ◦ Analyzing Successful SEM Campaigns

 ◦ Common Pitfalls and How to Avoid Them

 ◦ Future Trends in SEM