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Paid Search Marketing

In addition to learning the history and terminology of paid search, gain hands-on experience with the Google AdWords platform so that you can effectively create and optimize text ad campaigns. Learn how to create keyword lists using the Keyword Planner tool and create compelling ad copy for higher engagement. This course imparts not only the basics of creating a campaign structure but also industry-leading strategies that drive greater efficiency.

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You'll Walk Away with

  • Familiarity with SEM history, landscape, and terminology
  • The skills to create and optimize paid search campaigns, keywords, ad groups, ad copy, settings, and more
  • Competency in Google AdWords, AdWords Editor, the Keyword Planner tool, and other tools
  • An understanding of the differences between Google AdWords and Bing ads
  • An understanding of how paid search interrelates with other digital marketing tactics
  • Advanced strategies like dynamic search ads, remarketing lists for search ads, demographic targeting, and customer match
NO open sections available for this course at the moment. Please check back next semester.