Course curriculum

  • 1

    Section 1: Introduction to SEM

    • 1.1 Welcome to this unit

    • 1.2 Introducing SEM

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Section 1 quiz
  • 2

    Section 2: Search essentials for SEM

    • 2.1 Welcome to section 2

    • 2.2 Introducing SEM search essentials

    • 2.3 Understanding search engines

    • 2.4 Understanding Search Engine Result Pages (SERPs)

    • 2.5 The difference between paid and organic search

    • 2.6 The global search engine landscape

    • 2.7 How Australians search

    • 2.8 Long tail vs short tail keywords

    • 2.9 Understanding search intent

    • 2.10 Getting started on keyword research

    • 2.11 Setting up a new Google Ads account

    • 2.12 Using the Google Keyword Planner tool

    • 2.13 Using SEMrush for paid keyword research

    • 2.14 Analysing keyword research

    • 2.15 Section 2 quiz
  • 3

    Section 3: How SEM works

    • 3.1 Welcome to section 3

    • 3.2 Introducing how SEM works

    • 3.3 Understanding the Google Search auction process

    • 3.4 Understanding ad rank

    • 3.5 Understanding ad quality

    • 3.6 Understanding ad assets (formerly ad extensions)

    • 3.7 Understanding what advertisers pay

    • 3.8 Tracking conversions

    • 3.9 Section quiz 3
  • 4

    Section 4: Planning and implementing SEM campaigns

    • 4.1 Welcome to section 4

    • 4.2 Introduction to planning and implementing paid search campaigns

    • 4.3 Planning an SEM campaign

    • 4.4 SEM campaign plan template

    • 4.5 Understanding account structure

    • 4.6 Setting up campaigns and ad groups

    • 4.7 Selecting keywords

    • 4.8 Understanding keyword match types

    • 4.9 Using negative keywords

    • 4.10 Creating ad text

    • 4.11 Selecting ad assets (formerly ad extensions)

    • 4.12 SEM campaign structure template

    • 4.13 Creating an SEM campaign schedule

    • 4.14 SEM campaign schedule template

    • 4.15 How to set campaign budgets

    • 4.16 Uploading campaigns

    • 4.17 Using the Google Ads Editor

    • 4.18 Running shopping campaigns

    • 4.19 Understanding advertising policies

    • 4.20 Factoring in legal and ethical considerations

    • 4.21 Using service providers

    • 4.22 Section 4 Quiz
  • 5

    Section 5: Optimising and evaluating SEM campaigns

    • 5.1 Welcome to section 5

    • 5.2 Introduction to optimising SEM campaigns

    • 5.3 Using ad rotation

    • 5.4 Using remarketing

    • 5.5 Optimising bid strategies

    • 5.6 Analysing quality scores

    • 5.7 Optimising keywords

    • 5.8 Using Google Ads Experiments

    • 5.9 Using scripts and automation

    • 5.10 Evaluating SEM strategies

    • 5.11 Reporting and presenting to stakeholders

    • 5.12 Section 5 quiz
  • 6

    Section 6: SEM summary

    • 6.1 Introduction to section six

    • 6.2 Key takeaways

    • 6.3 The future of SEM

    • 6.4 How to keep your knowledge up to date

    • 6.5 Get SEM certified

    • 6.6 Congratulations and what’s next
  • 7

    BONUS SECTION: Additional Resources

    • 7.1 Bonus section introduction

    • 7.2 PPC Trends 2024

    • 7.3 Advanced Techniques for Google Shopping Campaigns

    • 7.4 Getting started with Google Ads

    • 7.5 All Google Ads Tutorials

    • 7.6 Getting started with Microsoft Ads

    • 7.7 Why Aren't My Google Ads Campaigns Converting?

    • 7.8 Performance Max Ad Copy Template

    • 7.9 Glossary of digital marketing terms