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Bauer College of Business

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Bauer College of Business

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About the course

Search engines have changed the way people get information and make purchase decisions. When customers search the web for your product or service, will they see your company in the results? Will they click through to your website?

The two legs of a successful search marketing program are 1) using search engine optimization (SEO) to enhance your position in organic search results, and 2) managing pay-per-click (PPC) advertising to ensure the profitability of paid search results. This course covers the PPC side of successful search marketing. Like our companion course in SEO, it will provide up-to-date and practical search marketing information and give you practice at hands-on challenges. You’ll be empowered to use what you learn from this course to start driving traffic to websites immediately. Topics include:

  • Keyword research
  • Conversion optimization
  • Search engine advertising
  • Remarketing
  • PPC copywriting
  • Display advertising
  • A/B testing
  • Campaign creation
  • Campaign management

Experts

William Zahn

Research Interests Sales Management Ethical Selling Social Media Marketing Courses Introduction to Professional Selling Social Media Marketing Search Engine Marketing Introduction to Marketing Education BBA University of Texas at Austin Ph.D. University of Houston

Danny Gavin

Danny Gavin has developed a reputation as someone who is highly motivated and provides results. He is a persistent and creative problem-solver who utilizes his extensive experience to strategically develop cutting-edge digital marketing campaigns. Through his vast experience in the marketing and ...

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Because of COVID-19, many providers are cancelling or postponing in-person programs or providing online participation options.

We are happy to help you find a suitable online alternative.