Search Engine Marketing (SEM)
Build practical skills in paid search advertising, keyword research, Google Ads campaign management, bidding strategies, ad copywriting, conversion tracking, and campaign optimization. Prepare for PPC marketing roles, freelance advertising services, and agency-based work through hands-on labs and a capstone campaign.
Course Introduction
Learning Outcomes
Understand search engine ecosystems, advertising networks, and pay-per-click (PPC) models, and develop campaign strategies aligned with business objectives.
Conduct keyword research, structure ad groups, create Google Ads campaigns, and apply targeting, bidding, and budget-control strategies.
Write compelling ad copy, optimize landing pages, perform A/B testing, and measure campaign performance using conversion tracking and analytics tools.
Plan, execute, monitor, and report on a real or simulated search advertising campaign, producing a portfolio-ready project for employment or freelance opportunities.
Target Audience
- group ICT and business graduates aspiring to work in digital marketing.
- group Freelancers aiming to offer pay-per-click (PPC) campaign services.
- group Entrepreneurs seeking to run their own Google Ads or Bing Ads campaigns.
16 Weeks Duration.
Modular Course Structure
A practical 16-week roadmap for mastering paid search advertising, PPC campaign management, conversion tracking, and performance optimization.
Introduction to SEM
Paid vs. organic search, advertising networks, SEM goals
Google Ads Account Setup
Billing, dashboard navigation, account structure
Keyword Research & Targeting
Google Keyword Planner, Ubersuggest, keyword match types
Ad Group & Campaign Structure
Ad group logic, search campaigns, campaign hierarchy
Writing Effective Ad Copy
Headlines, descriptions, calls to action, ad extensions
Budgeting & Bidding Strategies
Manual and automated bidding, CPC, ROAS
Landing Page Optimization
Relevance, page speed, calls to action, user experience
Google Display Ads
Banner ads, placements, Google Display Network targeting
Remarketing Campaigns
Audience segments, pixel setup, retargeting strategies
Performance Measurement
CTR, CPC, impressions, conversions
Google Analytics & Google Tag Manager
Conversion goals, UTM parameters, tags, tracking configuration
YouTube Ads
In-stream ads, discovery ads, skippable video advertisements
Capstone Planning
Campaign brief, campaign goals, ad group preparation
Capstone Campaign Execution I
Campaign launch, ad adjustments, audience testing
Capstone Campaign Execution II
Data collection, reporting, budget tracking, performance analysis
Capstone Presentation
Campaign walkthrough, results, optimization strategy, Q&A
Tools & Platforms
Google Ads, Bing Ads
Google Keyword Planner, Ubersuggest, SEMrush
Meta Ads Manager, Canva
Google Analytics, Google Tag Manager
Google Data Studio, Looker Studio, Microsoft Excel
ChatGPT, Jasper AI
Run and optimize a real or simulated Google Search advertising campaign. Participants will select a brand or product, define campaign objectives, conduct keyword research, structure ad groups, write targeted ad copy, and launch or simulate a search campaign. They will monitor performance, track results using Google Analytics or a reporting platform, analyze campaign metrics, and present an optimization strategy.
Campaign brief defining the selected brand, target audience, and advertising goals.
Keyword research report and structured campaign/ad group plan.
Search ad copy and campaign setup, including screenshots of the implementation.
Campaign performance report covering metrics, budget tracking, and optimization recommendations.
Final capstone presentation and portfolio-ready campaign report.
Ready to lead the Digital Revolution?
Join the next cohort and master the technologies shaping the future of global enterprise.