Course Description
Search Engine Marketing (SEM) Training helps you learn how to attract targeted traffic, leads and sales using paid advertising on search engines – mainly Google Ads. When people search for products or services, SEM allows your business to appear at the top of results instantly, giving you a strong advantage over competitors. This training is designed to make you confident in planning, launching, optimizing and scaling paid search campaigns that deliver measurable ROI.
The course begins with SEM fundamentals, including how search advertising works, why intent matters and how to align campaigns with business goals like lead generation, sales, app installs or brand awareness. You’ll understand the Google Ads account structure (account, campaigns, ad groups, keywords and ads) and how to set up campaigns correctly from day one. A major focus is keyword research – learning how to find the right keywords, analyze search intent, map keywords to landing pages and create keyword lists that avoid wasteful spending.
You’ll learn how to create high-performing Search campaigns by writing strong ad copy, using responsive search ads, and adding ad extensions (assets) that improve visibility and click-through rates. The training also covers bidding strategies and budgeting so you know when to use manual bidding, maximize clicks, maximize conversions, target CPA, or target ROAS – and how to control daily spend while improving results. Another key area is Quality Score, which impacts your cost-per-click and ad rank. You’ll learn how relevance, expected CTR and landing page experience work together to reduce costs and improve performance.
What You’ll Learn From This Course
- Google Ads fundamentals and account structure
- Keyword research + intent mapping
- Search campaign setup and best practices
- Ad copywriting + extensions (assets)
- Bidding strategies, budgets and Quality Score
- Conversion tracking and KPI analysis
- Optimization – negatives, search terms, CTR/CVR improvements
- Remarketing basics and reporting
