Search engine marketing is a part of internet marketing, and it has an important place in positioning your website online and reaching online consumers. The focus of this course will be paid reach used in search engine marketing, and how to organize campaigns using advertising programs.
However, free reach will also be mentioned, as it does make up a part of search engine marketing in general. Search engine optimization is a comprehensive topic, which is why it will be covered in a separate course in more details.
Starting with explanation on what search engines are, and how they work, this course will slowly introduce you to the topic of search engine marketing, where search engines play an important role. You will find out about two major program used for online advertising in search engines, Google AdWords and Bing, and how those can be used to improve your business.
Google AdWords is the most popular program used for search engine ads, but it is a rather complex system, so it is essential to fully understand its structure and its potential, to be able to make the most out of it. The course will first present different types of campaigns available in search engine advertising, and how each of them can help you with different promotional tasks. You will then learn how to set up a Google AdWords account, which includes account accessing, preferences, billing settings, etc. as well as the setting for linked accounts, allowing you to link other Google services, such as Google Analytics and Google AdWords to obtain an even more detailed analysis of your campaign performance.
Before you are ready to create campaigns and ads, you have to learn about keywords and keyword matching types, as those are used to control, who can see your ads. You will also learn how bidding and budget works. Since Google AdWords uses auctions as its base for bidding, you will have to understand this process in order to set up the bid and the budget that fits your planned costs and in the same time maximizes the performance of the campaign.
Another important element you need to consider when thinking about search engine advertising is the quality score and how you can improve it, as this ensures a successful campaign. The course will also lead you step by step through the process of creating a campaign, creating an ad group and finally creating an ad, as well as tips on how to optimize the campaign and how to track campaign in order to increase its performance.
The process of advertising with Bing/Yahoo! network is similar, with steps to guide you through creating the campaign, adjusting its settings and monitoring the campaign. Search engine optimization is another part of SEM, which includes a set of actions through which free reach is increased. In this course, you will see the basics of SEO and tips on how to improve it. Besides learning how SEM is connected with other types of marketing, this course also features a detailed plan to set up and analyze SEM strategies, so that you can maximize the benefits of SEM on your website positioning and use it to improve you business.