| Our Guide to Careers in SEM (PPC) | Faculty | |||||||
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Program OutcomesThis is a crash course for those who are ready for a rigorous 2 day assignment-filled training in various aspects of SEM |
| Session Topic | Some of the things you will learn | |
| 1 | SEM : Introduction, Trends and Potential | Role played by SEM in digital advertising. Why financial services, education and travel were the earliest adoptors ? What kinds of trends can one see in SEM campaigns |
| 2 | Basics of Adwords – 1 |
Why Adwords has become the leader in SEM Basics of Account Set-up and Targeting Allocating costs between Search, contextual and Placement targeting |
| 3 | Basics of Adwords – 2 | Effective selection and qualification of keywords (Popularity, Specificity, BroadWords) Ad Copy writing basics (Key elements of message, Call to action, Persuasion inside messaging and Innovations in messaging) More advanced Targeting techniques. Fully using the Adwords Toolsbox |
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Basics of Adwords – 3 | Tracking ad performance, Optimizing ads and Analytics How to track the performance of your keywords, ads and landing pages and get data to optimize your campaign. Elements of Quality Score and how they are interconnected. Which specific optimization strategies can you follow |
| 5 | Non-Google SEM | Why using multiple search engines is crucial. Walk through the main non-Google search engine alternatives : Yahoo, Bing, Baidu Doing India specific campaigns with non-Google |
| 6 | Measurement and Analytics. | What are the different metrics which need to be tracked.
How to use the data to optimize the campaigns
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| 7 | SEM for E-commerce sites | What makes E-commerce site SEM so challenging ? Which are the metrics to be tracked ? And what optimization tactics can one pursue Case Studies |
