● Introduction to SEM
● Google AdWords – Why is it important and when to use it?
● Walkthrough of AdWords interface – Search Network
● Home, Campaigns, Opportunities and Tools (brief introduction)
● Keywords, Adgroups and Campaigns
● Ads and Landing Pages (optimization and AB Testing)
● Quality Score, Keyword Bidding and Search Terms Report
● Impressions, Clicks, Click-through Rate, Conversion Rate and View Through Conversions
● Settings, Audiences, Ad Extensions and Dimensions
● Setting up alerts, creating rules and running customized reports
● Bing and Yahoo Adcenter
● Case Studies/Articles/Practical Exercises
