SEM is a type of Internet marketing associated with the researching, submitting and positioning of a website within search engines to achieve maximum visibility and increase your share of paid and/or organic traffic referrals from search engines.
SEM involves things such as search engine optimization (SEO),keyword research, competitive analysis, paid listings and other search engine services that will increase search traffic to your site.
- Understanding Google search
- Rule based personalization of marketing at internet scale
- Overview of Google Adwords, Microsoft AdCenter and Yahoo Search Marketing
- PPC definition & it's functioning
- Important Terms - Quality Score, Conversion Rate etc.
- Quality Score Overview
- 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
- Understanding industry key-drivers
- Competitive Analysis
- Organizational positioning
- Targeting
- 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.
- Overview of the tools
- Understanding advance functionality
- Understand bidding strategy
- Manual vs. Automated bid management
- Different bid management features like CPA bidding, position preference etc.
- Importance of UI/UX design
- Call-to-action
- Set campaign objectives & goals
- Define Performance Metrics
- Monitor PPC activity with Google Analytics
- Understand & connect with the user
- Benefit from search behavior of prospective customer
- Integrate PPC account with Google Analytics
- Understanding reports and define the future plan of action
- Multivariate Testing
- A/B split Testing
- Re-marketing
- Mobile Advertising
- Display & Video Formats
- Optimize the display network campaigns
- Track & measure views through conversions
Project & Assignments: In this Search Engine Marketing Training, there will be a project & few take home assignments to give hands-on experience of Search Engine Marketing.
Research Based Internship: We believe that the real learning does not happen in the training sessions. For real learning, you have to make your hands dirty. We have designed research based internship in which you will do research on one topic every week. For every good research submission, you will do blog posts website with your credentials.
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