Course Content
Module 1: Introduction to SEM
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Overview of SEM
History and Evolution
The Role of SEM in Digital Marketing
Benefits and ROI of SEM
Setting Expectations and Goals
Module 2: Keyword Research and Analysis
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Fundamentals of Keyword Research
Tools and Techniques
Analyzing Keyword Competition
Long-Tail vs. Short-Tail Keywords
Creating a Keyword Strategy
Module 3: SEM Campaign Strategy and Planning
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Defining Campaign Objectives
Budgeting and Bidding Strategies
Platform Overview
Campaign Structuring
Integrating with Other Marketing Channels
Module 4: Ad Creation and Copywriting
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Principles of Effective Ad Copy
Ad Formats and Extensions
A/B Testing Ad Copy
Compliance with Advertising Policies
Optimizing for User Intent
Module 5: Landing Page Optimization and Quality Score
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The Role of Landing Pages in SEM
Elements of High-Converting Landing Pages
Improving Quality Score
A/B Testing for Landing Pages
Mobile Optimization
Module 6: Bid Management and Budget Optimization
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Understanding Bidding Models
Manual vs. Automated Bidding
Budget Allocation Strategies
Performance Analysis and Adjustments
Advanced Bid Management Techniques
Module 7: Analytics, Tracking, and Reporting
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Setting Up Conversion Tracking
Key Performance Metrics
Data Analysis Techniques
Custom Reporting
Optimization Based on Insights
Module 8: Advanced SEM Tactics
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Remarketing and Audience Segmentation
Dynamic and Responsive Ads
Local SEM Strategies
Advanced A/B Testing Techniques
Integrating SEM with Other Digital Channels
Module 9: Automation and Advanced Tools
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Introduction to SEM Automation
Using Scripts and APIs
Advanced Bid Management Tools
Leveraging Artificial Intelligence and Machine Learning
Future Technologies in SEM
Module 10: SEM Case Studies, Ethics, and Future Trends
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Case Studies of Successful SEM Campaigns
Troubleshooting Common Challenges
Ethical Considerations in SEM
The Future of SEM
Capstone Project and Hands-On Simulation
SEM Mastery: Campaigns, Optimization, and Automation
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