Curso de Marketing en motores de búsqueda

(SEM)

Curso de Marketing en motores de búsqueda (SEM)

• 20 horas •

Universidad de Santiago de Compostela

En este curso el alumnado aprenderá a posicionar una web basándose en el Marketing de Buscadores, es decir, el SEM o Search Engine Marketing.

El curso partirá de cero, desde su introducción para identificar las herramientas correctas según las necesidades hasta llegar a crear una campaña de Ads. La docencia de este curso será exclusivamente en inglés.

  • Matrícula: del 14/01/2019 al 23/01/2019
  • Ya puedes preinscribirte en nuestra web.

ENERO

– Jueves 31/01/2019: de 16:00h a 21:00h

FEBRERO

– Viernes 01/02/2018: de 16:00h a 21:00h
– Miércoles 06/02/2018: de 16:00h a 21:00h
– Jueves 07/02/2018: de 16:00h a 21:00h

CURSO DE SEM (impartido en inglés)

1. Basic principles of SEM

1.1. Definition of the field and alternative definitions of the term (SEM vs. SEA vs. PPC,
etc.)
1.2. The role of SEM in digital marketing (explained within the See-Think-Do framework)
1.3. SEM as the ideal starting point for a successful career in digital marketing
1.4. Overview of the features of Google AdWords: Campaign types (search, display,
video, mobile, shopping) and targeting options
1.5. Core principles of SEM campaign success: User intent, relevance, performance
measurement and optimisation
1.6. Introduction to the Google AdWords certification exams

2. Practical introduction to Google Ads

2.1. Get your website and landing pages ready for Google Ads
2.2. Define your goals and targets and set up conversion tracking (linking Google
Analytics to AdWords or using Google AdWords conversion tags)
2.3. AdWords account structure and settings
2.4. Get to know the available tools: Ads Editor, MCC, Keyword Planner, Display
Planner, third-party bid management tools

3. Creation of a basic Ads search campaign

3.1. Define your audience / campaign targeting features
3.2. Keyword research, match types and campaign structure
3.3. Create successful ads and ad extensions
3.4. Plan your budgets and bids
3.5. Practical example of a well-structured search campaign

4. Creation of campaigns in the Display Network

4.1. Placements, keyword targeting, topics, interests
4.2. Ad types and formats
4.3. Differences in performance evaluation between search and display
4.4. Remarketing campaigns
4.5. Practical examples of different types of display campaigns

5. Optimising your campaigns

5.1. Understand quality score and optimise towards it
5.2. Key metrics to optimise towards
5.3. Optimisation measures: Negative keywords, ad testing, campaign experiments,
conversion rate optimisation
5.4. Budget and bid optimisation
5.5. Automated rules

6. Advanced search campaigns

6.1. Brand keyword campaigns
6.2. Introduction to Google Shopping
6.3. Dynamic search ads
6.4. Ad customisation
6.5. RLSA (Remarketing lists for search ads)

7. Case Study: A global, multi-lingual AdWords campaign in a highly
specialised B2B sector

7.1. Detailed discussion of a case study that highlights the challenges of international /
multilingual SEM and search campaigns in specialised B2B sectors with low search
volume

8. From SEM to other digital marketing channels

8.1. Linking Google AdWords and Google Search Console
8.2. Using SEM insights for better SEO
8.3. Using your SEM mindset for optimising other digital marketing channels

9. Exam drill – Ads Fundamentals & Search Advertising

9.1. Detailed discussion of the concepts that have to be understood to pass the AdWords
9.2. Fundamentals and Search Advertising exams

  • Students will be able to create, manage and optimise Google AdWords campaigns for different kinds of businesses and websites.
  • Students will be able to obtain the Google AdWords certification by passing the AdWords Fundamentals exam and the Search Advertising exam after attending the class and additional individual study.
  • Students will acquire a general understanding of the SEM landscape, available tools and platforms, and the role of SEM within the bigger picture of digital marketing. They will learn to understand user and search intent and develop a performance-driven mindset.
Aula 14 de la Facultade de Ciencias Económicas y Empresariales. Santiago de Compostela.

• Duración: 20 horas

• Precio: 200€

Para el curso es necesario llevar portátil propio. No es necesaria titulación universitaria ni formación previa en analítica web.

Este curso da derecho a un diploma de aprovechamiento por la Universidad de Santiago de Compostela.

EQUIPO DOCENTE

Thomas Waniek

Thomas Waniek

Managing Partner en morefire GmbH

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