1.1 Welcome to this unit
1.2 Introducing SEM
1.3 What this unit will cover
1.4 What you’ll learn
1.5 A note on completing this unit
1.6 Section 1 quiz
2.1 Welcome to section 2
2.2 Introducing SEM search essentials
2.3 Understanding search engines
2.4 Understanding Search Engine Result Pages (SERPs)
2.5 The difference between paid and organic search
2.6 The global search engine landscape
2.7 How Australians search
2.8 Long tail vs short tail keywords
2.9 Understanding search intent
2.10 Getting started on keyword research
2.11 Setting up a new Google Ads account
2.12 Using the Google Keyword Planner tool
2.13 Using SEMrush for paid keyword research
2.14 Analysing keyword research
2.15 Section 2 quiz
3.1 Welcome to section 3
3.2 Understanding the Google Search auction process
3.3 Understanding ad rank
3.4 Understanding ad quality
3.5 Understanding ad assets
3.6 Understanding what advertisers pay
3.7 Tracking conversions
3.8 Understanding negative keywords
3.9 Understanding account structure
3.10 Understanding advertising policies
3.11 Factoring in legal and ethical considerations
3.12 Creating a paid search strategy
3.13 Paid search strategy template
3.14 Section quiz 3
4.1 Welcome to section 4
4.2 Introduction to implementing a paid search strategy
4.3 Planning an SEM campaign
4.4 SEM campaign plan template
4.5 Setting up campaigns and ad groups
4.6 Selecting keywords
4.7 Using keyword match types
4.8 Creating ad text
4.9 Selecting ad assets
4.10 SEM campaign structure template
4.11 Creating an SEM campaign schedule
4.12 SEM campaign schedule template
4.13 How to set campaign budgets
4.14 Uploading campaigns
4.15 Using the Google Ads Editor
4.16 Running shopping campaigns
4.17 Section 4 Quiz
5.1 Welcome to section 5
5.2 Using ad rotation
5.3 Using remarketing
5.4 Optimising bid strategies
5.5 Analysing quality scores
5.6 Optimising keywords
5.7 Using Google Ads Experiments
5.8 Using scripts and automation
5.9 Evaluating SEM strategies
5.10 Reporting and presenting to stakeholders
5.11 Section 5 quiz
6.1 Introduction to section six
6.2 Key takeaways
6.3 The future of SEM
6.4 How to keep your knowledge up to date
6.5 Get SEM certified
6.6 Congratulations and what’s next
