Learning Outcomes

In this free course, you will learn how to:

• Analyse the fundamental concepts of Search Engine Optimisation, Search Engine Marketing, and Search Engine Results Page
• Evaluate the factors influencing organic search results and the strategies to enhance organic visibility
• Outline the fundamental principles of Google ads to design and implement effective ad campaigns
• Identify and utilise various Google Ads formats, Ad extensions along with designs
• List relevant and high-performing keywords as well as differentiate between various keyword match types
• Plan effective strategies for lead generation, list building, better reach and engagement
• Define and align marketing objectives with effective strategies in search advertising
• Assess the effectiveness and return on investment (ROI) of search ad campaigns
• Create and optimise ad groups with keywords for high-performing search ads
• Analyse ad performance and Quality Scores for better ad rankings as well as cost-efficiency
• Compare Google Ads and Microsoft Advertising for informed search advertising decisions
• Describe and implement the mechanics of the Google ads auction