Certificate Programme in Search Engine Marketing (SEM) 

offered by All India Management Association

1. Understanding Search Theory and Google Adwords

The psychology of search

Turning concepts into words

Goal alignment – Google vs you vs the searcher

Understanding Remarketing and Engagement

 

2. Performing keyword research

Positive and Negative keywords

Understanding the buying funnel

Types of commercial keywords

Creating keywords lists

Discerning keyword match types

Implementing negative keywords

Using advanced organizational techniques

Taking control of ad display

Best practices for conducting keyword research

 

3. Extracting valuable data from Google

Adwords keyword planning

Traffic estimates

Google trends

Determining consumer interests and messaging

Bing ads intelligence

Best practices for using keywords tools

 

4. Writing compelling ads for Google

Calls to action

Googles editorial guidelines

Developing selling propositions

Employing themes

Utilizing numbers in ads

Controlling mobile ads

Working with extensions

Showcasing products with PLAs

Best practices

 

5. Landing pages to convert searchers to buyers

Destination URLS

Differentiating local business queries

Using segmentation pages and forms

Using web technology to implement usability and user security

Psychological factors that increase conversion rates

Best practices

 

6. Advanced optimization techniques

Optimizing for traffic Dynamic keywords insertion Optimizing for conversion

 

7. Demystifying Quality Score

What is Quality Score

Quality Score Factors for Search

Viewing Your Quality: Making Your Pages Relevant

Spider ability

Estimating your First Page Bid

Understanding the Display Network Quality Score

Quality Score for Managed Placements

Diagnosing Your Quality Scores

Creating Highly Relevant Ad Groups

Ad Testing to Increase Quality Scores

Best Practices for Optimizing Quality Scores

 

8. Beyond Text: Employing Image, Video and Mobile Ads

Beyond Text: Employing Image, Video and Mobile Ads

Reaching Other Mobile Users: WAP Mobile Ads

Beyond Static Text: Creating Rich Media Ads

Developing Profitable Video Ads

AdWords Ad Gallery

 

9. Understanding the Display Network

What is the Display Network

Display Targeting Methods

Creating Search and Display –Only Campaigns

Managing Ad Group Targeting

Creating a Successful Display Network Campaign

Creating Keyword Based Display Ad Groups

Display Network Topic Targeting

Smart Pricing: Measuring Success with Cost per Conversion

Choosing CPM or CPC Bidding

Using the Display Planner Tool

Best Practices for the Display Network

 

10. Utilizing Advanced Display Network Techniques

Remarketing: Bringing Visitors Back to Your Site

Remarketing Strategies

Flexible Targeting: Mixing and Matching Every Display Targeting Option

Optimizing Your Display Campaigns

Writing Effective Display Ads

Best Practices for Advances Display Network Advertising

 

11. Utilizing Advanced Geographic Targeting Techniques

What is Geographic Targeting

Finding Locations to Target

Advanced Location Targeting Options

A Case Study into Local Belief Systems

Viewing Geographic Results

Geographic Performance Reports

Best Practices for Geographic Targeting

 

12. Saving Time and Scaling Accounts with AdWords Editor

AdWords Editor Overview

Choosing Your Viewpoint

Viewing Your Account in AdWords Editor

Scaling Your Account

Importing Keywords

Optimizing Display with AdWords Editor

Best Practices for Using AdWords Editor

 

13. Devising Profitable Bid Strategies

Setting Your Marketing Goals

Measuring Results with Google’s Conversion – Tracking Code

AdWords Conversion Tracking Code

Google Analytics Tracking

Accessing Valuable Conversion Data in AdWords Reports

Tracking Phone Calls

Exploring Phone Calls

Conversion Optimizer

Profitable Bidding Strategies

Tacking Long Sales Cycles with Conversion Funnels

Bidding for Exposure

Bid Modifiers: Automatically Changing Bids by Time, Geography, Devices and more

Ads scheduling

Creating Time Sensitive Offers

Device Modifiers

Understanding Attributions Management

Examining AdWords Reports to Make ROAS Bid Decisions

Best Practices for Utilizing Profitable Bid Strategies

 

14. Organizing Accounts Successfully

What is an AdWords Account

Managing Multiple Accounts the Easy Way

Becoming a Google Partner

Developing a Successful Campaign Structure

Structuring Campaigns to Achieve Business Goals

Best Practices for Account Organization Strategies

 

15. Implementing Testing Techniques that will increase Profits

Why testing

Testing Ad Copy to increase Conversions

Test Discounts Instead of Prices

General Guidelines for Statistical Significance

Measuring the Results of Your Ad Test

Testing Profit per Click and Profit per impression

AdWords Campaign Experiments

Best Practices for Testing Techniques that will Increase Profits

 

16. Adwords Reports : Extracting Actionable Information

Choosing General AdWords Report Settings

Downloading Your Data

Using Reports to Optimize Your Account

Creating Custom Alerts

Best Practices for Using AdWords Reports

 

17. Creating and Monitoring Your AdWords Account

Before you Create Your Account

Creating various types of Campaigns

Optimizing various Campaigns

Creating an Optimization Schedule

Best Practices for Creating and Managing Your AdWords Account