Digital Marketing: Search Engines

Even as billions of advertising dollars are now moving into digital advertising, traditional consumers have learnt to research their purchases online before making a decision. To optimize ROI, businesses must learn to leverage search engines (such as Google, Yahoo etc) for more effective outreach. This course aims to provide participants with a comprehensive and deep understanding of search engine marketing. TOPIC COVERAGE Topics covered include the following: -How Search Engines Functions -Introduction to Search Engine Terminologies -Key Words -Organic Clicks -Paid Clicks -Sponsored Search -Importance of Quality Scores -Impact of Ad Ranks on Profitability of Ads -Search Engine Advertising Auctions -Estmating Return on Investment of Search Engine Ad Campaigns -Strategic Differences between Branded and Generic Keyword Search