SEMPO Institute – Advanced Search Advertising

One of the Search Marketing Master Series Courses, Advanced Search Advertising teaches search advertising (PPC) and auction media.

Learn both strategies and tactics from our authors who embody hundreds of years of experience. The topics include the major Search Engines, Alternative Search Engines, RSS Feeds, and will take you from creation to implementation to management of successful campaigns. The course has been peer- reviewed by another group of search advertising professionals who daily meet the challenges of effective Search Marketing. This combination of authors and reviewers helps you to grow faster in the Search Marketing industry than the experts who came before you.

 

This comprehensive course teaches the complexities of paid search advertising. The course is self-paced and online, which means you can get started right away. The resources, quizzes and lessons all are designed to help reinforce the information you are gaining throughout the course. SEMPO Institute’s Certificate of Completion is granted to you upon successfully passing the course tests. Display your mastery of search advertising with a hardcopy and an electronic logo version of the Certificate of Completion.

 

• Understand the opportunity paid search advertising represents, and how it has evolved to play an important role in advertising today

• Have a clear understanding of how the search advertising and auction media models work

• Understand Advanced keyword strategy, targeting/match type options, and campaign organization strategies for paid search

• How to write effective copy for search ads and feeds

• Understand PPC bidding strategy and ranking strategy on major search engines, using both standard and hybrid auction models

• Understand landing page strategies and tactics

• Understand the importance and general methodology of tracking campaign ROI metrics such as conversions, ROAS, CPA/CPL

• Have a clear understanding of the specific differences of the PPC programs for Yahoo! Search Marketing, Google and MSN

• How to understand the keyword reports and utilize advanced spreadsheets for campaign evaluation (you should have some Excel experience before beginning this course)

• Understand the legal policies of the major engines regarding trademarks, proper account use, and click fraud

• Be aware of the other advertising options which offer similar programs, such as paid inclusion, Tier II search engines, non-click (pay per call), etc.

• Understand the nature of commercial feeds, how to build them, and what programs are available

• Learn to fully integrate PPC into an advertising or branding campaign, and use PPC as a measurement for branding and offline campaigns

• And more