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Managing Your SEM For Maximum ROI
Lesson 1 – Why AdWords Works for Marketers
Introduction
Topic 1.1 SEM Base Stats
Topic 1.2 Device Trends
Topic 1.3 SEM and the Buying Journey
Summary
Lesson 2 – How AdWords Works
Introduction
Topic 2.1 – Listings and Rankings
Topic 2.2 – The Online Auction
Topic 2.3 – Calculating the Actual CPC
Summary
Lesson 3 – Factors Influencing Strategy
Introduction
Topic 3.1 – Paid vs Free
Topic 3.2 – The Path to Purchase
Summary
Lesson 4 – Planning Your AdWords Strategy
Introduction
Topic 4.1 – What Are Your Objectives?
Topic 4.2 – Will Paid Search Be Successful?
Topic 4.3 – Role for AdWords in the Purchase Process
Topic 4.4: Value Proposition and Landing Page
Topic 4.5: Multi-Device Strategy
Summary
Lesson 5 – AdWords Pillars of Success
Introduction
Topic 5.1 – Connect with the Right Customers
Topic 5.2 – Create Compelling and Targeted Ads
Topic 5.3: Create a Killer Landing Page
Topic 5.4: Measure Success
Topic 5.5: Effective Optimisation Processes
Summary
Topic 4.4: Value Proposition and Landing Page
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