Course curriculum

  • 1

    Welcome

  • 2

    Module 1: Intro to Search

    • M01 S01: Search Engines

    • M01 S02: Search Engine Results Page (SERP)

    • M01 S03: Organic Search Results

    • M01 S04: Paid Search Results

    • Module 1 Recap

    • Module 1 Quiz
  • 3

    Module 2: SEO & SEM

    • Module 2 Overview

      FREE PREVIEW

    • M02 S01: Keywords

    • M02 S02: Search Engine Optimisation (SEO)

    • M02 S03: Search Engine Marketing (SEM)

    • M02 S04: How SEM Works!

    • Module 2 Quiz
  • 4

    Module 3: Campaign Strategy

    • Module 3 Overview

    • M03 S01: Campaign Background

    • M03 S02: Hierarchy & Campaign Anatomy

    • M03 S03 (Part 1): Writing The Best Search Ads

    • Responsive Search Ads (RSA) Update - Aug 2021

    • M03 S03 (Part 2): Ad Anatomy - Desktop & Mobile

    • PPC / Search Plan Template (Download)

    • Module 3 Quiz

    • DEMO: Planning & Organising Keywords

    • DEMO: Building A Search Plan

    • DEMO: Importing Search Plan to Editor (& Avoiding Common Errors)

    • DEMO: Uploading from Editor
  • 5

    Module 4: Basic SEM Optimisation

    • Module 4 Overview & "What Is An Optimisation?"

    • Optimising Keyword Targeting

    • DEMO: Basic Optimisations (Editing the campaign in Google Ads online)

    • M04 S01: Ad Extensions

    • M04 S03: Bidding Strategies

    • DEMO: Tracking Conversions & Selecting The Bidding Strategy

    • Leveraging the Search Terms Report
  • 6

    Module 5: Performance Data & Reports

    • Module 5 Overview

    • M05 S01 - Performance Indicators

    • M05 S02 - DEMO Reports & Dashboards
  • 7

    Module 6: Ad Customisation*

    • Module 6 Overview

    • M06 S01- Dynamic Keyword Insertion

    • M06 S02 - Countdown Timers

    • M06 S03 - If Functions

    • M06 S04 - Location Insertion
  • 8

    Module 7: Lead Generation

  • 9

    Module 8: Search Remarketing **demo videos missing**

    • M08 S01 - Introduction to Search Remarketing

      FREE PREVIEW

    • M08 S02 - Audience Targeting, Observation & Exclusion

    • M08 S03 - Remarketing vs Retargeting

    • M08 S04 - Website Visitor Segments

    • M08 S05 - Customer Match

    • M08 S06 - Custom Segments

    • M08 S07 - Similar Audiences

    • DEMO - Defining and Populating Audience Segments
  • 10

    Module 9: Automations

    • M0901 - Automated Rules

    • M0902 - Scripts (Using Javascript to Automate)
  • 11

    Module 10: Policy Violations & Disapprovals

    • M10: Policy Violations & Reasons for Ad Disapproval