Framework and Platform of Digital Marketing Search Engines
About This Course
The goal of this course is to increase high-quality online traffic through the use of Generative Artificial Intelligence (AI) and search engines.
The proliferation of digital devices and internet connectivity has transformed how customers interact with brands. With consumers increasingly turning to online research before making purchasing decisions, businesses must indeed harness the power of search engines like Google and Bing to maximize their Return on Investment (ROI).
Search engines have embraced the power of Generative AI, unlocking unprecedented possibilities and creativity in information discovery. Through this course, participants will gain a comprehensive understanding of search engine marketing and the role of Generative AI on the future of search engines.
What You'll Learn
• The types of search engine terminologies such as optimizing keywords, organic clicks, paid clicks, and sponsored search.
• The importance of quality scores
• The impact of ad ranks on profitability of ads
• How search engine advertising auctions work
• How the return on investment for search engine ad campaigns is estimated
• What the strategic differences between branded and generic keyword search are
• The future of paid and organic in search engines
Entry Requirements
At least a polytechnic diploma (or equivalent)