Table of Content
 

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 & how it function
  • Important Terms - Quality Score, Conversion Rate etc.
  • Quality Score Overview Understanding

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 rates (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 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

SEM Management (Other Opportunities)

  • Remarketing
  • Mobile Advertising
  • Display & Video Formats
  • Optimize the display network campaigns
  • Track & measure view through conversions

Affiliate Marketing

  • Advertiser
  • Publisher
  • Consumer

Mobile Marketing

  • Introduction
  • Mobile Advertising
  • Understanding the market

 

Apply for the certification

https://www.vskills.in/certification/Digital-Media/Search-Engine-Marketing-Master-Certification