Search Engine Marketing (SEM)

This course provides an in-depth introduction to the core principles and strategies of Pay-Per-Click (PPC) marketing in today’s fast-evolving digital landscape. Learn how to build and optimize effective PPC campaigns across platforms like Google Ads, YouTube, and Display Networks. Understand the relationship between PPC and broader digital strategies including SEO, landing page optimisation, and remarketing. You’ll gain practical knowledge on keyword strategy, bid management, ad creative development, audience targeting, and campaign performance analysis to drive results and ROI. Module Breakdown: 1. Introduction to PPC Understand how PPC fits into the digital marketing mix and the basics of platforms like Google Ads. 2. Campaign Setup & Structure Learn how to structure campaigns for clarity, performance, and scalability using account segmentation and naming conventions. 3. Keyword Research & Targeting Discover tools and techniques to select high-performing keywords, match types, and negative keyword strategies. 4. Ad Copywriting & Creative Best Practices Master the art of writing compelling headlines, descriptions, and calls to action for search and display ads. 5. Bid Strategies & Budget Management Explore automated and manual bidding, budget pacing, and how to choose the right strategy for different goals. 6. Performance Metrics & Reporting Learn how to track conversions, optimize for CPA/ROAS, and interpret key metrics like CTR, CPC, and Quality Score. 7. Remarketing & Audience Targeting Dive into audience segmentation, remarketing strategies, and personalization for higher engagement. 8. Landing Page Relevance & Quality Score Understand the impact of landing page UX on ad performance and how to align content for better Quality Scores.