★★★★★
"The structure, the practice exams, the instructor — all top tier. Passed first try."
AS
Aarti SharmaSenior Project Manager · TCS
— The journey
Course Outline
What the programme covers, module by module.
Module 1: Introduction to Search Engine Marketing
- SEM fundamentals
- Paid search ecosystem
- Search advertising benefits
- Marketing objectives
- Customer journey
- Industry overview
Module 2: Google Ads Platform Overview
- Google Ads interface
- Account structure
- Campaign hierarchy
- Navigation
- User settings
- Workspace management
Module 3: Keyword Research
- Keyword planning
- Search intent
- Match types
- Long-tail keywords
- Negative keywords
- Keyword organization
Module 4: Campaign Planning
- Campaign objectives
- Campaign structure
- Budget planning
- Geographic targeting
- Language targeting
- Campaign strategy
Module 5: Search Campaign Creation
- Campaign setup
- Ad groups
- Keyword organization
- Campaign settings
- Scheduling
- Launch preparation
Module 6: Writing High-Performing Ads
- Headlines
- Descriptions
- Calls to action
- Value propositions
- Ad relevance
- Copy optimization
Module 7: Audience Targeting
- Audience segments
- Demographic targeting
- Interest targeting
- Remarketing audiences
- Customer intent
- Audience optimization
Module 8: Bidding Strategies
- Manual bidding
- Automated bidding
- Smart bidding concepts
- Bid adjustments
- Budget optimization
- Performance monitoring
Module 9: Performance Max Campaigns
- Campaign overview
- Asset groups
- Audience signals
- Creative assets
- Campaign optimization
- Performance insights
Module 10: Display Advertising
- Display campaigns
- Banner advertisements
- Audience targeting
- Placement selection
- Creative best practices
- Campaign measurement
Module 11: Video Advertising
- Video campaign setup
- Video creatives
- Audience targeting
- Campaign objectives
- Engagement measurement
- Optimization techniques
Module 12: Conversion Tracking
- Conversion actions
- Goal setup
- Event tracking
- Customer actions
- Performance measurement
- Data validation
Module 13: Landing Page Optimization
- Landing page design
- User experience
- Mobile optimization
- Call-to-action improvement
- Conversion optimization
- Page performance
Module 14: Campaign Analytics
- Click-through rate
- Conversion rate
- Cost per conversion
- Quality Score
- Performance dashboards
- Campaign reporting
Module 15: AI in Google Ads
- AI-powered bidding
- AI campaign recommendations
- AI asset generation
- Predictive optimization
- Performance insights
- Responsible AI usage
Module 16: Remarketing Strategies
- Audience remarketing
- Customer re-engagement
- Dynamic remarketing concepts
- Audience segmentation
- Campaign sequencing
- Retention strategies
Module 17: Budget Management & Scaling
- Budget allocation
- Cost management
- Campaign scaling
- Performance optimization
- ROI improvement
- Resource planning
Module 18: Google Ads Best Practices
- Account organization
- Campaign structure
- Keyword management
- Ad relevance
- Continuous optimization
- Quality improvement
Module 19: Reporting & Performance Reviews
- KPI tracking
- Executive dashboards
- Campaign summaries
- Performance comparisons
- Data interpretation
- Business insights
Module 20: Common Campaign Challenges
- Low click-through rates
- High advertising costs
- Low conversions
- Keyword issues
- Optimization techniques
- Troubleshooting
Module 21: Emerging Search Marketing Trends
- AI-powered advertising
- Voice search
- Automation
- Privacy-focused marketing
- Smart campaigns
- Future developments
Module 22: Practical Search Marketing Project
- Keyword research
- Campaign planning
- Ad creation
- Conversion tracking
- Performance analysis
- Optimization recommendations
— 01.2 · Is it right for you?
Who it's for & what's included
Pick a delivery method to see exactly who it suits and everything you receive.
Who it's for
Classroom
Best for learners who want face-to-face tuition and to network with peers in person.
What's included
Everything you get
- ✓ Live instructor on-site
- ✓ Printed workbook & materials
- ✓ Group exercises & case studies
Who it's for
Online Instructor-Led
Best for learners who want a live instructor and a fixed schedule, without the travel.
What's included
Everything you get
- ✓ Live instructor via video call
- ✓ Digital workbook & resources
- ✓ Session recordings
Who it's for
Self-Paced
Best for self-motivated learners who need maximum flexibility around work and life.
What's included
Everything you get
- ✓ On-demand video lessons
- ✓ Interactive quizzes
- ✓ 24/7 access on any device