Strategic Search Engine Marketing Masterclass

UMSL Digital Certificate Marketing

Amy Warren

Instructor

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Instructor Amy Warren
  

Course Dates

Friday, November 8, 2024 and Saturday, November 9, 2024. 

Course Times

9:00AM – 5:00PM

Certificate Hours

14 Hours

Location

UMSL North Campus

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Description/Expectation

You will learn SEM in a safe live classroom. We are limiting the size of the course up to 20 students for better engagement and safety. This will allow us to bring the best to you in the current circumstances. UMSL Digital is aware of the global situation, which is why we are creating a safe learning environment for our students.

Why should I take this course?

Dive into the cutting-edge intersection of digital marketing and artificial intelligence in our comprehensive “Paid Search and Generative AI Search Masterclass”. In this transformative course, you will embark on a journey that will position you to thrive in the ever-evolving digital landscape.

In today’s dynamic digital landscape, mastering the art of paid search advertising is a powerful advantage for marketing and business professionals. As the digital landscape evolves, so must your skillset. By enrolling in this course, you will gain the in-demand expertise to navigate the intricacies of keyword research, develop compelling ad copy, optimize bids, and analyze performance metrics that align with generative AI search best practices. Whether you are an aspiring professional looking to jumpstart your career or a seasoned marketer aiming to stay ahead of the curve, this course will equip you with the practical skills to develop and execute sophisticated paid search campaigns that drive meaningful results. During this course, you will be immersed in authentic marketing scenarios, work with industry-related tools and analyze live case studies that will transform your understanding of understanding of paid search marketing into actionable expertise.

Course highlights:

  • Paid Search Fundamentals: Gain the fundamentals of paid search advertising by understanding keyword research, bid strategies, ad placements, and ad formats across major search engines. Learn how to build paid search campaigns, keyword structures, and compelling ad copy that resonates with your target audience.
  • Keyword Research: Dive into the core of paid search success – keyword research. Learn how to identify high-value keywords, assess competition, and prioritize keywords based on relevance and search volume.
  • Budget Management: Develop effective budgeting strategies to allocate funds across campaigns and keywords while accounting for seasonality and audience behavior changes.
  • Advanced Search Strategies: Explore sophisticated data-driven strategies by gaining insights on emerging trends and shifts in user behavior that shape search dynamics. Understand key metrics such as click-through-rates (CTR), cost-per-clicks (CPC), conversion rates and return on ad spend (ROAS) enabling data-driven optimization.
  • Generative AI Primer: Explore generative artificial intelligence, understanding its applications across industries while learning how to use AI across paid search campaigns to drive and deliver performance. Learn how to leverage generative AI models to uncover high-value keywords and phrases while understanding the balance between relevance and search volume to craft compelling ad campaigns. Explore cutting-edge techniques to enhance ad copy using generative AI, ensuring your ads resonate with specific target demographics while creating personalized and persuasive messaging that drives engagement and conversions.
  • Automated bid strategies and bid management: Gain insight into bid management techniques that determine ad position on search engine results pages (SERPs). Understand manual bidding, automated bidding and bid adjustments for optimal campaign performance. Understand the role of machine learning and optimizing bids in real-time for maximum impact.

Is there anything else you will learn over these 2 days? 

Yes, the instructor will help all students begin their journey in becoming Google Ads Certified outside the classroom – a great bonus!

Who is this class for? 

Whether you are an aspiring professional looking to jumpstart your career or a seasoned marketer aiming to stay ahead of the curve, this course will equip you with the practical skills to develop and execute sophisticated paid search campaigns. No prior experience in SEO, SEM or machine learning required. Upon completion of this course, you will emerge not only with a comprehensive understanding of paid search marketing but also be well-equipped with the knowledge, practical skills and strategic mindset needed to thrive today’s ever-evolving digital world.

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