Search Engine Marketing

Search Engine Marketing Overview

• Understanding Google search
• Rule based personalization of marketing at internet scale
• Overview of Google Adwords, Microsoft AdCenter and Yahoo Search Marketing

Pay per click overview

• PPC Definition & how it function
• Important Terms - Quality Score, Conversion Rate etc.
• Quality Score Overview Understanding

Strategizing PPC campaigns

• Setting objectives, goals & expectations
• Actionable metrics for performance measurements
• Formulating account structure
• Effective segmentation of keywords
• Usage of multiple match types
• Non overlapping Ad Groups

Market Analysis

• Understanding industry key drivers
• Competitive Analysis
• Organizational positioning
• Targeting

Ad writing Techniques

• Compelling ads that increase click through rates (CTR) lower costs
• Understanding, Analyzing & Improving - Relevance & Quality score
• Improve conversion rates Targeted ads & relevant landing pages
• Ad Preview tool
• Best Practices like using features such as reviews, +1 button etc

Campaign Management

• Overview of the tools
• Understanding advance functionality

Bid Management Plan

• Understand bidding strategy
• Manual vs. Automated bid management
• Different bid management features CPA bidding, position preference etc

Effective landing pages

• Importance of UI/UX design
• Call to Action

Performance Tracking

• Set campaign objectives & goals
• Define Performance metrics
• Monitor PPC activity with Google Analytics

Decipher User Psychology

• Understand & connect with the user
• Benefit from search behavior of prospective customer

Reporting & Analysis

• Integrate PPC account with Google Analytics
• Understanding reports and define the future plan of action

Testing

• Multivariate Testing
• A/B split Testing

SEM Management (Other Opportunities)

• Remarketing
• Mobile Advertising
• Display & Video Formats
• Optimize the display network campaigns
• Track & measure view through conversions

Affiliate Marketing

• Advertiser
• Publisher
• Consumer

Mobile Marketing

• Introduction
• Mobile Advertising
• Understanding the market

Apply for Certification

https://www.vskills.in/certification/Certified-Search-Engine-Marketing-Professional