» SEM (PPC) Training Course – Working Professionals Basic

Our Guide to Careers in SEM (PPC)

Faculty

Srinivas Mothey
Business Head at Interactive Avenues Private Limited

Himanshu Singh SEM (PPC) Training Course Faculty Himanshu Singh

Managing Director, India at Travelocity

Details : 6 weeks, Rs.13,000, All sessions on Sat and Sun.Access to Online study material.

Why Learning Catalyst

Special Support For Small Biz Owners in the batch

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Program Outcomes Learn the tried and tested way to do highly ROI-driven advertising At the end of the program (1) You would be able to analyze your competitors and category and do detailed campaign planning. (2) Get familiar with the Adwords interface and know how to use optimization techniques. (3) Know how to use Google Analytics to the fullest in SEM campaigns.

Program Outline

	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
4	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
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