Search Engine Marketing & PPC

Overview

Search Engine Marketing is the art and science of paid advertising on search engines. This module taught me how to plan, execute, and optimize Google Ads campaigns — from keyword selection and ad copywriting to bid management and performance analysis. The focus was on maximizing ROI through data-driven decisions.

What I Learned

• Campaign structure — Search, Display, Shopping, and Video campaigns
• Keyword research for paid search — match types, negative keywords, keyword themes
• Ad copywriting — headlines, descriptions, extensions, and A/B testing
• Bid strategies — manual CPC, enhanced CPC, target CPA, target ROAS
• Quality Score optimization — CTR, ad relevance, landing page experience
• Conversion tracking and Google Tag Manager setup
• Campaign performance analysis and reporting

Key Skills Gained

• Full-funnel campaign strategy and planning
• Audience targeting and segmentation
• Bid management and budget allocation
• Ad copywriting and creative testing
• Performance reporting and optimization