Search Essentials

Search Essentials

Dive into in the ins and outs of paid search. Learn what it is and how it works—discuss key terms, strategies, optimizations and more!

About this course

  1. This online course takes you on the journey of learning the essentials of paid search. Learn about what it is, how it works, the differences between the main platforms, and key terms. Leave this eLearning experience with a solid understanding of the paid search fundamentals.
  • Paid Search Landscape
    • Search has come a long way and continues to evolve as technology evolves. Learn about the recent trends and statistics, and who the main players are in the space.
  • Key Terms
    • When it comes to key terms in paid search, it’s like learning a new language! That’s why we have broken down the key terms and what you need to know in order to advance your knowledge in this landscape.
  • Building a Successful Search Campaign
    • Much like a paid media campaign, search comes with it’s best practices and components. In this session, learn about the key aspects of a SEM campaign and account architecture.
  • Strategy
    • Knowing how to set up successfully is important but developing strategy is another skillset. Understand the framework such as campaigns and groups, keywords, ad copy, and advanced tactics coming out of this lesson.
  • Optimizations
    • Once a paid search campaign has launched, it’s just as essential to know how to improve it. Go through the analysis and ongoing data collection in this lesson.
  • Machine Learning Capabilities
    • Understand smart bidding strategies, smart shopping campaigns, discovery campaigns, and local campaigns.
  • Troubleshooting
    • There are a few reasons why a paid search campaign may not be delivering. In this lesson, learn about the key reasons why ads are not serving.

Curriculum2 hrs 00 mins

  • Lesson 1 - Introduction to Paid Search Advertising
  • Lesson 2 - Search Terms and Concepts
  • Lesson 3 - Building Successful Campaigns
  • Lesson 4 - Search Strategy
  • Lesson 5 - Optimization
  • Lesson 6 - Machine Learning
  • Lesson 7 - Troubleshooting
  • Certification
  • Test
  • Course Survey
  • How do I manage and share my Acclaim badge?

About this course

  1. This online course takes you on the journey of learning the essentials of paid search. Learn about what it is, how it works, the differences between the main platforms, and key terms. Leave this eLearning experience with a solid understanding of the paid search fundamentals.
  • Paid Search Landscape
    • Search has come a long way and continues to evolve as technology evolves. Learn about the recent trends and statistics, and who the main players are in the space.
  • Key Terms
    • When it comes to key terms in paid search, it’s like learning a new language! That’s why we have broken down the key terms and what you need to know in order to advance your knowledge in this landscape.
  • Building a Successful Search Campaign
    • Much like a paid media campaign, search comes with it’s best practices and components. In this session, learn about the key aspects of a SEM campaign and account architecture.
  • Strategy
    • Knowing how to set up successfully is important but developing strategy is another skillset. Understand the framework such as campaigns and groups, keywords, ad copy, and advanced tactics coming out of this lesson.
  • Optimizations
    • Once a paid search campaign has launched, it’s just as essential to know how to improve it. Go through the analysis and ongoing data collection in this lesson.
  • Machine Learning Capabilities
    • Understand smart bidding strategies, smart shopping campaigns, discovery campaigns, and local campaigns.
  • Troubleshooting
    • There are a few reasons why a paid search campaign may not be delivering. In this lesson, learn about the key reasons why ads are not serving.

Curriculum2 hrs 00 mins

  • Lesson 1 - Introduction to Paid Search Advertising
  • Lesson 2 - Search Terms and Concepts
  • Lesson 3 - Building Successful Campaigns
  • Lesson 4 - Search Strategy
  • Lesson 5 - Optimization
  • Lesson 6 - Machine Learning
  • Lesson 7 - Troubleshooting
  • Certification
  • Test
  • Course Survey
  • How do I manage and share my Acclaim badge?