Digital Marketing Course in Patna

SEM

Introduction

It is one of the most effective ways to grow the business in an increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote the products and grow a business. Advertisers bid on keywords that are searched on Google and Bing.

SEM Courses

SEM Courses includes the following topics:

  • Search Engine Marketing Overview
    • Understanding Google search
    • Rule based personalization of marketing at internet scale
    • Overview of Google Adwords, Microsoft AdCenter and Yahoo Search Marketing
  • Pay-per-click overview
    • PPC definition & it's functioning
    • Important Terms - Quality Score, Conversion Rate etc.
    • Quality Score Overview
  • Strategizing PPC campaigns
    • Setting objectives, goals & expectations
    • Actionable metrics for performance measurements
    • Formulating account structure
    • Effective segmentation of keywords
    • Usage of multiple match types
    • Non-overlapping Ad Groups
  • Market Analysis
    • Understanding industry key-drivers
    • Competitive Analysis
    • Organizational positioning
    • Targeting
  • Ad writing Techniques
    • Compelling ads that increase click-through-rate's (CTR) lower costs
    • Understanding, Analyzing & Improving - Relevance & Quality score
    • Improve conversion rates, targeted ads & relevant landing pages
    • Ad preview tool
    • Best practices like using features such as reviews, +1 button etc.
  • Campaign Management
    • Overview of the tools
    • Understanding advance functionality
  • Bid Management Plan
    • Understand bidding strategy
    • Manual vs. Automated bid management
    • Different bid management features like CPA bidding, position preference etc.
  • Effective Landing Pages
    • Importance of UI/UX design
    • Call-to-action
  • Performance Tracking
    • Set campaign objectives & goals
    • Define Performance Metrics
    • Monitor PPC activity with Google Analytics
  • Decipher User Psychology
    • Understand & connect with the user
    • Benefit from search behavior of prospective customer
  • Reporting & Analysis
    • Integrate PPC account with Google Analytics
    • Understanding reports and define the future plan of action
  • Testing
    • Multivariate Testing
    • A/B split Testing
  • EM Management (Other Opportunities)
    • Re-marketing
    • Mobile Advertising
    • Display & Video Formats
    • Optimize the display network campaigns
    • Track & measure views through conversions

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