Course Summary
Learn how to create and manage successful search advertising campaigns with this Coursera course. Gain a comprehensive understanding of search advertising and learn to maximize the effectiveness of your campaigns.Key Learning Points
- Understand the basics of search advertising and how it works
- Learn advanced techniques for creating effective campaigns
- Discover how to track and optimize your campaigns for maximum ROI
Related Topics for further study
Learning Outcomes
- Develop the skills to create and manage successful search advertising campaigns
- Understand how to track and optimize campaigns for maximum ROI
- Discover advanced techniques for creating effective campaigns
Prerequisites or good to have knowledge before taking this course
- Basic understanding of digital marketing
- Familiarity with Google Ads
Course Difficulty Level
IntermediateCourse Format
- Online self-paced
- Video lectures
- Assignments
Similar Courses
- Digital Marketing
- Social Media Marketing
Related Education Paths
Notable People in This Field
- Digital Marketing Expert
Related Books
Description
Consumers search for virtually everything. This includes the things that small businesses do, from restaurants to bespoke products. When consumers search they get organic results along with paid results. Paid search ads are systematically designed to be relevant. As a result, they’re often useful at getting consumers where they want to go. Consumers don’t tune out paid search like other types of digital ads.
Knowledge
- Understand why search can be a powerful part of any marketing campaign
- Plan a search campaign, including: setting economic goals, defining targeting parameters, and aligning a campaign with business goals
- Build a search campaign from start to ongoing optimization
- Leverage Google’s tools including optimization score, campaign planner, and automated bidding
Outline
- Search Basics
- Search, Intent, Market
- Key Terms
- How Search Works, the Bidding Process
- What Exactly is the Difference Between SEO and SEM
- Google Adwords: Pros and Cons
- 7 Quick Tips: Adwords on a Small Budget
- PPC Keyword Match Types
- Module 1 Quiz
- Google's Take on Auction Ads
- Payment Models
- Pre-campaign Budgeting
- Everything You Should Know for Your First Google Ads Campaign
- Adwords and Ad Extensions
- Sitelink Best Practices
- Ad Copy: How To
- Google's Take on Bidding, Audiences, and Tools
- Basic Campaign Setup, Targeting
- Budgeting, Timing, and Rotation
- Ad Extensions, Callouts, and Call Extensions
- Ad Groups
- Writing and Launching an Ad
- Google Recommendations: Are They Helping or Hurting?
- Google Ads: Automated Bidding
- Demographic Targeting for Search Campaigns
- Online Study Guide
- Online Certification
- Google Ads Campaigns
- Keyword Optimization
- Optimizing Ad Copy
- Negative Keywords
- Guide to Setting Up Adwords Account
- Adwords Account Structure Guide
- Google Ads Campai
- Capstone Project: Practical Campaign Optimization
Summary of User Reviews
Key Aspect Users Liked About This Course
The course is highly comprehensive and covers all aspects of search advertising.Pros from User Reviews
- Great course for beginners and intermediate learners
- Engaging and interactive teaching style
- Practical and applicable content
- Well-structured and easy to follow
- Great supplemental resources and assignments
Cons from User Reviews
- Not suitable for advanced learners looking for in-depth insights
- Some reviewers find the course too basic
- Lack of personal interaction with instructors
- No official certification offered
- Some technical issues reported with the course platform
Chris J. Vargo
4.4 Raiting
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