Search Engine Marketing Certificate Program

DePaul University

How long?

  • 6 days
  • in person

What are the topics?

DePaul University

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Who should attend

  • eCommerce and marketing professionals
  • Business owners and professionals looking to grow their businesses with online customer acquisition
  • Entrepreneurs who market themselves online
  • Individuals who wish to seek a position working in Paid Search

About the course

Everyone has heard of Google™, Yahoo!® and Bing®. Discover how organizations use these marketing tools and incorporate the use of paid search to grow their own business. Enhance your search marketing skills and position yourself in your organization as a paid search expert.

The Search Engine Marketing Certificate Program presents the latest, most innovative strategies used in the thriving industry of Paid Search. This six-week program will provide a thorough understanding of the tactics and techniques leading companies deploy through real-world client examples. Learn how paid search can make you an indispensable asset to your marketing team and give your organization that extra advantage over competitors.

The Search Engine Marketing Certificate Program also counts as an elective towards completing the Integrated Marketing Communications Certificate Program.

Benefits

  • Learn the best practices, strategies and tactics required to leverage Paid Search for profit and growth
  • Acquire scores of prospective new customers who have intentionally entered search terms into Google, Yahoo! and MSN
  • Use Paid Search to target customers of higher-than-average value

Topics

Week 1 - Introduction to Search

  • Introduction
  • Overview & History
  • Search Engine Marketing vs. Search Engine Optimization
  • Paid Search Overview • Definitions & Acronyms
  • Meet the Engines
  • Working with Search Engines
  • Review and Assign Case Study as Group Project

Week 2 - Campaign Development

  • Campaign Structure
  • Keyword Types
  • Keyword Development
  • Writing Creative
  • Budget Considerations/Forecasting
  • Managing to a Metric
  • Alignment with Case Study

Week 3 - Analytics /Optimizations

  • Analytics Basics
  • Data Analysis
  • Purchasing Funnel
  • Benchmarking
  • Copy Optimizations
  • Bid Optimizations
  • Match Type Optimizations
  • Keyword Optimizations
  • Budget Optimizations
  • Alignment with Case Study

Week 4 - Advanced Analytics / Optimizations

  • Purchase Funnel and Click Stream Analysis
  • Behavioral Targeting and Paid Search
  • Day Parting
  • Geo-Targeting
  • Latent Conversion Optimizations
  • Alignment with Case Study

Week 5 - Techniques and Tools

  • Competitive Strategies
  • Expand Your PPC Beyond (Google, Yahoo, Bing)
  • Benchmarking Tools
  • Trend Tools
  • Bid Management Tools
  • International Search
  • Mobile Search
  • Future of Search Marketing
  • Alignment with Case Study

Week 6 - Case Study Presentations & Course Summary

  • Case Presentations
  • Course Summary

Videos and materials

Search Engine Marketing Certificate Program at DePaul University

From  $1,095

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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.

Read more about Business Analytics

What will you learn from Business Analytics courses? First of all, you will learn about the profession of a business analyst, his duties, and what such a specialist does. You will get various soft skills, such as organizing teamwork, for example, acc...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

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.