Lessons
The Power of Search Marketing
1Class introduction
02:12 2How Do People Search
05:10 3What Can You Learn From Search
02:12 4SEO vs. SEM
03:44 5Search vs. Social (Push vs. Pull)
00:58 6How Google Serves Ads
02:03 7Quiz: The Power of Search Marketing
Campaign Setup Best Practices
8Google Campaign Types
03:26 9Objectives and Conversions
01:25 10Ad Extensions
02:43 11Quiz: Campaign Setup Best Practices
Keyword strategy - Ad Groups
12Types of Keywords
02:52 13Measuring Purchase Intent of Keywords
02:14 14Brand vs. Non-Brand Keywords
02:26 15Keyword Research
02:47 16Identifying Proper Match Types
04:26 17Quiz: Keyword strategy - Ad Groups
Bidding Strategy
18Bidding Strategy
05:31 19Quiz: Bidding Strategy
Search Ad Hall of Fame / Ad Copy
20Search Ad Hall of Fame
10:32 21Quiz: Search Ad Hall of Fame / Ad Copy
After the Click: Landing Pages, Results and ROAS
22Landing Page Best Practices
03:55 23Tracking Results & Google Tag Manager
07:13 24Google Analytics
04:11 25Quiz: After the Click: Landing Pages, Results and ROAS
Optimization and Refinement
26Optimization and Refinement
08:57 27How to Optimize for Voice Search
05:17 28Quiz: Optimization and Refinement
Summary
29Conclusion
00:44Final Quiz
30Final Quiz
Lesson Info
Class introduction
getting your website on the top of the search page is one of the best ways to engage people who are looking for your product or service. It allows you to be the answer to their question. Hi, I'm Sharon and I'm a digital marketing expert who has used search marketing to dr direct revenue and results for my clients and their businesses. I have over 15 years of experience working with industries and companies at the forefront of search. Some of the brands I've helped to build include dove acts, Vaseline and coma hotels and resorts. In this course you'll get a deep dive into google ads, campaign creation and search engine marketing best practices. This class is ideal for you if you're looking to learn the basics of search marketing and gain a better understanding of google search in order to use it for your own business or for your clients by taking this course, you will learn to build successful search campaigns that result in user acquisition, e commerce and lead generation, learn to con...
duct keyword strategy and research as well as run successful A. B. Testing strategies, learn best practices for targeting ad copy and landing pages that maximize conversions and R. O. I. For your google ads campaigns. This course is not for you if you already have experience with search campaigns. I hope that you'll join me for learn from fibers, google ads fundamentals course and that this is the first of many times that we will be getting to know each other. We'll start this course by covering basic behavior related to search, how google serves ads and how search engine marketing or SCM, is different from other marketing channels. After that we'll review best practices for setting up campaigns and how to track conversions. Then we'll cover keyword strategy, bidding strategy and ad copy best practices. Finally, we'll talk about what happens after users click on the ads, building effective landing pages, analyzing results and optimizing search campaigns. Thanks for being a part of this course and I hope you enjoy it as much as I've enjoyed creating it for you. Also, I have included downloadable content that you can access in the next section.