Digital Marketing: Search Engines
About This Course
Even as billions of advertising dollars are now moving into digital advertising, traditional consumers have learnt to research their purchases online before making a decision. To optimize ROI, businesses must learn to leverage search engines (such as Google, Yahoo etc) for more effective outreach.
This course aims to provide participants with a comprehensive and deep understanding of search engine marketing. Specific topics will include how search engines work, an introduction to search engine terminologies such as keywords, organic clicks and paid clicks, search engine optimization, sponsored search, the importance of quality scores, how ad ranks affect the profitability of specific ads, search engine advertising auctions, estimating the return on investment of search engine ad campaigns, and strategic differences between branded and generic keyword search.
What You'll Learn
This course aims to provide participants with a comprehensive and deep understanding of search engine marketing. Specific topics will include how search engines work, an introduction to search engine terminologies such as keywords, organic clicks and paid clicks, search engine optimization, sponsored search, the importance of quality scores, how ad ranks affect the profitability of specific ads, search engine advertising auctions, estimating the return on investment of search engine ad campaigns, and strategic differences between branded and generic keyword search.
Entry Requirements
No minimum requirements. But the student should be comfortable with using basic functions of Excel: reading files, addition, subtraction, multiplication and division.