Expert Search Engine Ads Course

Module 1: Introduction to Search Engine Advertising

• Overview of Search Engine Advertising (SEA) and its importance in digital marketing.
• Comparison with Search Engine Optimization (SEO) and other digital advertising methods.
• Understanding the role of major search engines (Google, Bing) in SEA.
• Setting campaign objectives and goals for effective advertising strategies.

Module 2: Google Ads Fundamentals

• Introduction to Google Ads (formerly Google AdWords).
• Account setup and navigation within the Google Ads interface.
• Creating and managing campaigns, ad groups, and ads.
• Keyword research techniques using Google Keyword Planner and other tools.

Module 3: Bing Ads and Alternative Platforms

• Overview of Bing Ads platform and its key features.
• Setting up and managing campaigns on Bing Ads.
• Exploring other search engine advertising platforms (Yahoo Gemini, Baidu, etc.).
• Cross-platform strategies and campaign management considerations.

Module 4: Keyword Research and Ad Group Structuring

• Conducting comprehensive keyword research for SEA campaigns.
• Understanding keyword match types and their impact on ad performance.
• Organizing keywords into structured ad groups for relevance and performance.
• Using negative keywords to refine targeting and improve ROI.

Module 5: Ad Copywriting and Ad Extensions

• Best practices for writing compelling ad copy that drives clicks and conversions.
• Utilizing ad extensions (sitelinks, callouts, structured snippets) to enhance ad visibility.
• A/B testing ad variations to optimize ad performance and improve Quality Score.
• Ad policies and guidelines across different advertising platforms.

Module 6: Campaign Optimization and Performance Metrics

• Strategies for optimizing SEA campaigns based on performance data.
• Monitoring and interpreting key performance metrics (CTR, Quality Score, Conversion Rate).
• Implementing bid adjustments and budget optimization techniques.
• Using Google Analytics and other analytics tools to track campaign success and ROI.

Module 7: Remarketing and Display Advertising

• Implementing remarketing strategies to re-engage past visitors and increase conversions.
• Creating remarketing lists and setting up remarketing campaigns in Google Ads.
• Introduction to display advertising and utilizing the Google Display Network (GDN).
• Targeting options, ad formats, and best practices for display ads.

Module 8: Local and Mobile Advertising Strategies

• Targeting local audiences with location-based advertising tactics.
• Setting up location extensions and optimizing ads for local search intent.
• Mobile advertising best practices and strategies for reaching mobile users effectively.
• Utilizing mobile-specific ad formats and features (click-to-call, app promotion ads).

Module 9: Budget Management and Bid Strategies

• Setting advertising budgets and allocating funds across campaigns.
• Understanding different bidding strategies (CPC, CPA, CPM) and when to use each.
• Tools and techniques for effective bid management and budget optimization.
• Calculating and optimizing return on ad spend (ROAS) and cost-per-acquisition (CPA).

Module 10: Advanced Topics and Case Studies

• Advanced campaign optimization techniques (ad scheduling, geo-targeting, device targeting).
• Implementing advanced Google Ads features such as Dynamic Search Ads and Shopping Ads.
• Analyzing case studies and real-world examples of successful SEA campaigns.
• Emerging trends in SEA and future directions in digital advertising.