Search Essentials

This online certification takes you on the journey of learning the essentials of paid search. Learn about what it is, how it works, the differences between the main platforms, and key terms. Leave this eLearning experience with a solid understanding of the paid search fundamentals.

Paid Search Landscape
Search has come a long way and continues to evolve as technology evolves. Learn about the recent trends and statistics, and who the main players are in the space.

Key Terms
When it comes to key terms in paid search, it’s like learning a new language! That’s why we have broken down the key terms and what you need to know in order to advance your knowledge in this landscape.

Building a Successful Search Campaign
Much like a paid media campaign, search comes with its best practices and components. In this session, learn about the key aspects of a SEM campaign and account architecture.

Strategy
Knowing how to set up successfully is important but developing strategy is another skillset. Understand the framework such as campaigns and groups, keywords, ad copy, and advanced tactics coming out of this lesson.

Optimizations
Once a paid search campaign has launched, it’s just as essential to know how to improve it. Go through the analysis and ongoing data collection in this lesson.

Machine Learning Capabilities
Understand smart bidding strategies, smart shopping campaigns, discovery campaigns, and local campaigns.

Troubleshooting
There are a few reasons why a paid search campaign may not be delivering. In this lesson, learn about the key reasons why ads are not serving.