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Search engine marketing, or SEM, is one of the most effective ways to grow your business in an In an increasingly competitive marketplace, search engine marketing, or SEM, is one of the most successful ways to grow your business. With millions of businesses out there all fighting for the same eyeballs, online advertising has never been more critical, and search engine marketing is the most successful way to promote your brand and expand your business.

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Scope of SEM

Search engine marketing or SEM with the help of paid ads refers to the process of growing website traffic. PPC is considered the best SEM process, or pay per click. Google Adwords is the main tool that can be used to create ads for any search engine including bing, yahoo. Adwords gives you various types of ads, such as search ads, video ads, display ads, and smart ads. Sem may also help to boost your website rank.

The estimate for 2019 is up from the January projection of ad spending growth of 10.6 per cent, and 10.8 per cent in 2018, the report said.

The agency said digital media spending in 2019 is projected to grow by 32.7 per cent to Rs 144.1 billion, representing 21 per cent of total advertising spending.

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Latest Trend in SEM

Search engine marketing (SEM) is a form of internet marketing that involves promoting websites by increasing their exposure on the search engine results pages (SERPs), mainly through paid advertising. And there is a tremendous growth in SEM spend by companies and in upcoming years following trends are to be seen. 

  • Growth In local Ads
  • Smart automation for daily tasks is now the common practice of many marketers. In 2020 this will be more than a matter of convenience: it will be an edge. Google is expected to earn $48.69B in ad revenues this year; for 2020, that number is predicted to rise to $55.51B.
  • Big Data driven targeted Ads

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Career path In SEM

The Specialist in Search Engine Marketing (SEM) will manage all paid search campaigns on Google, Yahoo and Bing, as well as other marketing search and display engines. A good SEM professional can handle the paid search budget efficiently, and collaborate with the SEO and Marketing team to optimize ROI, drive traffic, and customers.

  • SEM Executive 
  • SEM Specialist
  • SEM account manager  
  • Facebook Ads

Our Credentials

  • Our Alumni
  • Corporate Training

Our Industry Faculty


Client Champion and Partner at Web-StepUp


CEO – LatestLY | Digital Marketing & Content Strategist

Ashwini Desai

Digital Marketing Trainer, Speaker & Consultant

Course Content

  • Introduction, Trends, and Potential

  • The role played by SEM in digital advertising.

  • Why financial services, education, and travel were the earliest adopters?

  • What kinds of trends can one see in SEM campaigns?


  • In which scenarios is Paid Search used. Basics of Targeting.

  • Setting up a Google AdWords account. Understanding AdWords account structure Basics of Google Adwords

  • Consumer Journey

  • What is SEM? Why SEM?

  • What is Google AdWords? Why Google AdWords?

  • Google Network

  • AdWords Terminologies

  • How Does the SEM Auction Work?

  • Structure of an AdWords Account

  • Campaign Types – Introduction to Search, Display (including Videos),

  • Shopping and Mobile-specific campaign types, and when/why to use them.

  • Ad

  • Ad Formats

  • Ad Text Policies

  • Ad Text Best Practices

  • DKI

  • Ad Extensions

  • Keyword Research
    Tools – Keyword Planner & Estimator

  • Keyword Match types

  • Keyword Strategies

  • Landing Page

  • Bidding and Budget

  • Optimizing the Search Network Campaign using the Keyword Planner, Match types, Ad Text best practices, etc


  • GDN Targeting Options

  • Display Ad Formats

  • Ad Gallery Tool

  • Conversion Tracking

  • GDN Campaign Creation – Demo

  • Remarketing

  • Advanced Display: RLSA, Dynamic Remarketing, YouTube Remarketing

  • Advanced Display: Smart Display Campaigns


  • What is Quality Score?

  • How Quality Score Eect on Bids? How to Increase Position on Search? Bid for Ad position/

  • Bid Management Define Bid for Each Keywords

  • User Define bids/Google Automatic Bids Importance of bidding techniques Competitors Analysis for bidding

  • Universal App Campaigns

  • Mobile-Specific Bidding and Targeting Strategies

  • Measuring Mobile Ad Performance and Conversions Report Editor

  • Optimization Strategies

  • Account Audit Demo

  • What are Google Shopping Ads /Product Listing Ads?

  • Where do they appear on Google? What Shoppers on the internet do?

  • What retailers need? – New Advertising technologies

  • Google Shopping set retailers up for success

  • Features of Google Shopping Why PLA’s? And the path to creating PLA Ads

  • Merchant Centre Steps

  • Create Shopping Campaign on Google AdWords

  • Track Performance and Optimize the Campaigns

  • YouTube Ad Formats

  • YouTube Campaign Creation

  • YouTube Analytics

  • Video Campaign Optimization Tips


  • Keywords Performance Reports Ad Performance Reports

  • PPC Campaigns Tools

  • What makes E-commerce site SEM so challenging?

  • Which are the metrics to be tracked?

  • What optimization tactics can one pursue

  • Case Studies

  • What are the different metrics which need to be tracked.How to use the data to optimize the campaigns

Tools Covered

Our Impressive Alumni

Course Fee Structure

Online Course

8000 + Taxes*
  • Free Support 24/7
  • Databases Download
  • Maintenance Email

Classroom course

13000 +Taxes*
  • Free Support 24/7
  • Databases Download
  • Maintenance Email
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