One of the Search Marketing Master Series Courses, Advanced Search Advertising teaches search advertising (PPC) and auction media.

Learn both strategies and tactics from our authors who embody hundreds of years of experience. The topics include the major Search Engines, Alternative Search Engines, RSS Feeds, and will take you from creation to implementation to management of successful campaigns. The course has been peer- reviewed by another group of search advertising professionals who daily meet the challenges of effective Search Marketing. This combination of authors and reviewers helps you to grow faster in the Search Marketing industry than the experts who came before you.

This comprehensive course teaches the complexities of paid search advertising. The course is self-paced and online, which means you can get started right away. The resources, quizzes and lessons all are designed to help reinforce the information you are gaining throughout the course. SEMPO Institute’s Certificate of Completion is granted to you upon successfully passing the course tests. Display your mastery of search advertising with a hardcopy and an electronic logo version of the Certificate of Completion.

Advanced Search Advertising (PPC) will teach you:

• Understand the opportunity paid search advertising represents, and how it has evolved to play an important role in advertising today

There is a clear understanding of how the search advertising and auction media models work.

Understand campaign organization strategies for paid search.

Effective copy for search ads and feeds can be written.

Understand how to rank on major search engines using both standard and hybrid auction models.

Understand the strategies and tactics of the landing page.

Understand the importance of tracking campaign ROI metrics such as conversions, ROAS, CPA/CPL.

Understand the differences of the pay per click programs for Yahoo! Search marketing and search engines.

You should have some experience with spreadsheets before starting this course.

Understand the legal policies of the major engines.

Pay per call, paid inclusion, Tier II search engines, non-click, etc. are some of the other advertising options that offer similar programs.

Understand the nature of commercial feeds, how to build them, and what programs are available.

Learn how to use pay per click as a measurement for branding and offline campaigns.

• And more