Display and Search Advertising

Display and search are the most fundamental marketing methods of the internet and most companies fail to realize the necessity of search for their product or brand. In Display and search Advertising, learn how your products and services can be found when your customers are looking for you.

Objectives:

1. Provide basic framework and common language for display and search advertising.
2. Provide various search marketing executions and case studies for learning /compare the different display and search advertising methods.
3. Enable participants in integrating search engine strategies in their respective brand campaigns.

1. Introduction to Display and search Advertising
   1. Significant SEM Concepts
   2. Search Engines
   3. Organic and Paid Search Results
2. Digital Marketing Planning Framework Revisited
   1. Planning the Platform
   2. Creating the Platform
   3. Publicizing the Platform
   4. Analysis and Optimization
3. Pay Per Click
   1. Introduction to PPC
   2. Pay Per Click Campaign Preparation
      1. Key Elements of a Successful PPC Campaign
         1. Keyword Research for PPC Campaign
         2. Ad Copy Creation for PPC Campaign
         3. Landing Page Creation for PPC Campaign
      2. Setting Up a Campaign with Google AdWords
   3. Effective Bidding Strategies
   4. PPC Key Metrics
   5. PPC Best Practices
4. Search Engine Optimization
   1. Difference Between SEM and SEO
   2. Beginners Guide to SEO
   3. Google Panda and Google Penguin
5. SEM Terminologies

How It Works

Step 1: Each course starts with an introductory lecture with our speakers from the industry.

Step 2: Followed by a 2-week online course, guided by an online facilitator.

Step 3: The output of each class is marketing brief/plan that you can use for work. In the summary session, you will present your work to a panel of experts via webinar who can give you practical feedback.

CDM Graduates