Search Engine Marketing

Module 1: Introduction to Search Engine Marketing

Duration: 60 minutes

• Consumer Journey
• What is SEM? Why SEM?
• What and Why is Google AdWords?
• Google Network
• AdWords Terminologies

Module 2: Demystifying Auction System and Campaign Types
Auction:

Duration: 90 minutes

• Introduction to SEM and How it works?

Campaign Types:

• Introduction to Search, Display (including Videos), Shopping and Mobile-specific campaign.
• When/why to use the Campaign Types based on Marketing Goals

Module 3: Creation of Search Network Campaign

Duration: 90 minutes

• Ad Formats
• Ad Text Policies
• Ad Text Best Practices
• DKI
• Ad Extensions
• Keyword Research
• Tool – Keyword Planner & Estimator
• Keyword Match types
• Keyword Strategies
• Landing Page
• Bidding and Budget
• Optimizing the SN Campaign using the KW Planner, Match types

Module 4: Creation of Display Network Campaign

Duration: 60 minutes

• GDN Targeting Options
• Display Ad Formats
• Ad Gallery Tool
• Conversion Tracking
• GDN Campaign Creation – Demo
• Remarketing
• Advanced Display: RLSA, Dynamic Remarketing, YouTube Remarketing
• Advanced Display: Smart Display Campaigns

Exercise

Exercise 1: Setting up Google AdWords Account Identifying the relevant keywords, analyzing average bids and competition data using Keyword Planner tool.

Exercise 2: Creating Campaign, Writing Ad Copies and Testing the Ads.

Q&A

Duration: 30 minutes

Assignment:

• Connect your marketing objective to Ads solutions to achieve a business’s objective
• Ask for reports from the agency and analyze performance of the current campaigns
• Create marketing plan for respective products