Introduction to SEM: Create Google Ads from Scratch

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.

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.

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.

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.

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.