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SEM
Curriculum
6 Sections
28 Lessons
50 Hours
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Module 1: Introduction to Search Engine Marketing (5 Hours)
5
1.1
Understanding SEM and how it differs from SEO
1.2
Search engine advertising ecosystem
1.3
Key concepts: CPC, CTR, Quality Score, Ad Rank
1.4
Overview of Google Ads and Bing Ads
1.5
Setting up Google Ads account
Module 2: Keyword Research & Campaign Planning (10 Hours)
5
2.1
Types of keywords: Broad, Phrase, Exact, Negative
2.2
Tools for keyword research (Google Keyword Planner, SEMrush, etc.)
2.3
Structuring campaigns and ad groups
2.4
Budget planning and bidding strategies
2.5
Mapping keywords to user intent
Module 3: Creating Effective Ad Campaigns (10 Hours)
5
3.1
Writing compelling ad copies and headlines
3.2
Ad extensions and formats
3.3
Landing page best practices and conversion alignment
3.4
Campaign types: Search, Display, Shopping, and Video Ads
3.5
Understanding responsive search ads
Module 4: Tracking & Performance Optimization (10 Hours)
5
4.1
Conversion tracking setup using Google Tag Manager
4.2
A/B testing of ads and landing pages
4.3
Quality Score optimization techniques
4.4
Bidding automation and smart bidding
4.5
Using Google Analytics for SEM insights
Module 5: Advanced SEM Strategies (10 Hours)
5
5.1
Remarketing and audience targeting
5.2
Competitor analysis and benchmarking
5.3
Integrating SEM with SEO and social ads
5.4
Managing multi-channel campaigns
5.5
Case studies and live campaign review
Module 6: Project & Assessment (5 Hours)
3
6.1
Hands-on project: Creating and optimizing a real Google Ads campaign
6.2
Campaign performance reporting and presentation
6.3
Review, feedback, and final evaluation
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