Best seller

Introduction to SEM: Create Google Ads from Scratch

A course by Francesco Orlandino
Digital Marketing Manager. London, United Kingdom.
Joined January 2019
, Digital Marketing Manager

Learn the basic principles of SEM to create and optimize paid campaigns

  • Best seller Spanish with subtitles in English
  • 99% positive reviews (226)
  • 6068 students

Learn the basic principles of SEM to create and optimize paid campaigns

Spanish with subtitles in English
  • 99% positive reviews (226)
  • 6068 students
  • 13 lessons (1h 40m)
  • 33 additional resources (13 files)
  • Online and at your own pace
  • Available on the app
  • Audio: Spanish
  • Spanish, English, Portuguese, German, French, Italian, Polish, Dutch
  • Level: Beginner
  • Unlimited access forever

Make your products known on a large scale, get segmented traffic to your website, get a quick return on investment ... the advantages that SEM can bring to the marketing strategy of your brand or business are many. The digital marketing specialist Francesco Orlandino will give you in this course the Adwords keys to learn how to create and optimize your SEM campaigns.

It will explain the basic concepts and trends of Search Engine Marketing (SEM). From a business perspective, it will give you all the basic knowledge about SEM and teach you the most useful tools to create a campaign. You will also learn to optimize SEM campaigns and expand them over time.

What will you learn in this online course?

Course table of contents

  • U1
    U1. Introduction
  • U2
    U2. Fundamentals of Search Engine Marketing
  • U3
    U3. Creation of an SEM Marketing campaign
  • U4
    U4. The future and news of SEM Marketing
  • FP
    FP Final project
View details

You will start by knowing Francesco, who will explain his career in digital marketing and then show you some of his influences.

You will make an introduction to SEM (Search Engine Marketing) seeing its characteristics and differences with respect to SEO. You will discover what the Quality Score of an ad is, the Google criteria for ranking and the techniques for visibility. You will see in depth the cost models, focusing on the CPC.

You will know the Google Adwords tool, learning to create a Search Marketing campaign, identifying the parameters to be taken into account and stopping on concepts such as Ad Groups, keywords or ads.

As a project, you must carry out an SEM Marketing campaign for a professional in the photography sector. You will define the structure of the campaign by identifying the product categories to be announced, establishing the adgroups and selecting the keywords. You'll think about the text or copy of the ad and consider whether to use Google Editor.

You will learn to interpret a report of results and optimize them; then, you will see retargeting and expansion strategies. You can search for new audiences to offer your campaign to.

You will complete your project with Google Shopping and configure advanced features such as increasing your visibility with Google Ads.

Finally, Francesco will review the trends of the SEM and the future of the discipline, in addition to providing you with interesting resources.

What is this course's project?

You will create an SEM campaign for a documentary production company called The Doc Collective and you will manage the contents to be able to replicate digital marketing strategies in your product or brand campaigns.

At the end of the project, you will learn how to optimize this campaign over time and how to do retargeting of both former users and potential clients.

Projects by course students

Who is this online course for?

To professionals in the digital field who want to know more about the SEM or just anyone, such as freelancers or small businesses, who wants to promote themselves through Google.

Requirements and materials

Throughout the course the terms, acronyms and the different basic concepts of digital marketing will be explained, even so, basic marketing knowledge is required. You will need a computer.

The course contains both basic concepts for beginners, as more advanced knowledge or external links for those who already have some knowledge of Google Adwords.


6068 Students
226 Reviews
99% Positive ratings

Francesco Orlandino

A course by Francesco Orlandino

Teacher Plus
Digital Marketing Manager

Francesco Orlandino is a professional in the field of e-commerce , Digital and Brand Marketing with more than 10 years of professional experience. Born in Italy, he has lived in 5 countries between Europe and Latin America. After obtaining a double degree (Bocconi University in Milan and ESADE Business School in Barcelona), he began his marketing career in 2009.

Throughout these years he has worked as Digital and e-commerce Marketing Manager in global companies managing multi-million dollar marketing budgets. Since 2013 he works as Senior Digital Marketing Manager for adidas, a position he has developed between Holland, Panama and Germany.

He collaborates with several universities as a lecturer on digital marketing issues, and is also a consultant for the Dom branding agency. He perfected his studies by studying Digital Marketing, Mobile Marketing and Data Driven Marketing at Harvard Business School - Extension Education and Stanford Business School.


  • U1


    • Presentation
    • Influences
  • U2

    Fundamentals of Search Engine Marketing

    • What is SEM and its differences with SEO
    • Basic principles of the SEM
    • Cost models
    • The structure of an SEM campaign
  • U3

    Creation of an SEM Marketing campaign

    • Description of the Project to be carried out
    • Definition of the campaign structure
    • Use of negative words and creation of ads
    • SEM campaign optimization
    • Retargeting and expansion strategies
  • U4

    The future and news of SEM Marketing

    • Google Shopping and other Google Adwords features
    • The future of SEM Marketing
  • FP

    Final project

    • Introduction to SEM Marketing

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Domestika's courses are online classes that provide you with the tools and skills you need to complete a specific project. Every step of the project combines video lessons with complementary instructional material, so you can learn by doing. Domestika's courses also allow you to share your own projects with the teacher and with other students, creating a dynamic course community.

All courses are 100% online, so once they're published, courses start and finish whenever you want. You set the pace of the class. You can go back to review what interests you most and skip what you already know, ask questions, answer questions, share your projects, and more.

The courses are divided into different units. Each one includes lessons, informational text, tasks, and practice exercises to help you carry out your project step by step, with additional complementary resources and downloads. You'll also have access to an exclusive forum where you can interact with the teacher and with other students, as well as share your work and your course project, creating a community around the course.

You can redeem the course you received by accessing the redeeming page and entering your gift code.

If you're a Plus or PRO member, or a student of a Mentored course, when you complete a course you'll instantly get your personalized certificate. You can see all your certificates in the Certificates section of your profile. You can download your certificates as PDFs and share the link online. Learn more about certificates
Introduction to SEM: Create Google Ads from Scratch. Marketing, and Business course by Francesco Orlandino Best seller

Introduction to SEM: Create Google Ads from Scratch

A course by Francesco Orlandino
Digital Marketing Manager. London, United Kingdom.
Joined January 2019
  • 99% positive reviews (226)
  • 6068 students