2845 - Search Engine Marketing

Course Description

Search engine marketing (SEM) helps companies know whether and how their marketing dollars are meeting business objectives. This course will teach you how to use SEM to improve business performance and make sure your organization gets in front of today's online audience. You'll learn how to incorporate online advertising into an overall digital strategy and how to study best practices for online success. Learn about organic and paid searches, display and social media advertising, web analytics and optimizing SEM budgets.

Learning Outcomes

• Understand SEM fundamentals, including keywords and competitive research.
• Understand Google's algorithm and recent changes to it.
• Create and manage an online advertising campaign.
• Develop landing pages and website experiences that drive leads or sales.
• Use web analytics to measure the performance of your initiatives.

Recommendations

2844 Foundations of Digital Marketing Management

This course may be applied towards the SCS Certificate(s) in

• Advertising : Electives
• Digital Marketing Management : Required
• Marketing - Advanced : Main Courses