Search Engine Marketing

Synopsis

Search Engine Marketing (SEM) refers to paid search marketing, a system where business pays search engines such as Google or BIN to show their product or service as ads in the search results. SEM is a fundamental part of the online marketing strategy. A good search engine marketing strategy defends the position of its strong keywords and enhance positions of the weak keywords. This course will introduce the fundamentals of search ads under the context of Google AdWords platform. After completion of the course, you will learn how to run campaigns for search networks using text, image and how to optimise campaigns to research best marketing ROI.

Level: 5
Credit Units: 2.5
Presentation Pattern: EVERY JAN

Topics

Google ads Auction, AdWords bids and daily budget
Google ads quality index
Creating an ads campaign with Google AdWords
Ad Extensions-sitelinks, call extensions, Location extensions.
Reporting and Analytics
Optimisation and opportunities tabs

Learning Outcome

Create and run search engine marketing campaigns on Google AdWords
Choose and compare different keywords to be shortlisted
Evaluate and optimise campaigns to obtain best possible results
Propose systematic approach to assist digital marketing decision making
Demonstrate proficiency in communication to clients.
Support group work with constructive and persuasive advice.

Part-time Programmes / CET Courses

Singapore University of Social Sciences

Search Engine Marketing