Introduction to SEM: Create Google Ads from Scratch

You will start by knowing Francesco, who will explain his career in digital marketing and then show you some of his influences.

You will make an introduction to SEM (Search Engine Marketing) seeing its characteristics and differences with respect to SEO. You will discover what the Quality Score of an ad is, the Google criteria for ranking and the techniques for visibility. You will see in depth the cost models, focusing on the CPC.

You will know the Google Adwords tool, learning to create a Search Marketing campaign, identifying the parameters to be taken into account and stopping on concepts such as Ad Groups, keywords or ads.

As a project, you must carry out an SEM Marketing campaign for a professional in the photography sector. You will define the structure of the campaign by identifying the product categories to be announced, establishing the adgroups and selecting the keywords. You'll think about the text or copy of the ad and consider whether to use Google Editor.

You will learn to interpret a report of results and optimize them; then, you will see retargeting and expansion strategies. You can search for new audiences to offer your campaign to.

You will complete your project with Google Shopping and configure advanced features such as increasing your visibility with Google Ads.

Finally, Francesco will review the trends of the SEM and the future of the discipline, in addition to providing you with interesting resources.