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Overview

Microcredential Series Description

Marketing professionals, small business owners, or anyone who has an interest in improving website visibility through search marketing- the Search Engine Marketing Series has been designed for you! Learners will be heavily involved in learning all the key SEM concepts of the Google platform and cover areas such as shopping campaigns, retargeting campaigns, keyword research, display campaigns, conversion tracking, ad copywriting and testing, video campaigns, and more!

The microcredential courses in the Search Engine Marketing Series complement one another, but do not act as prerequisites.

Series Details

Microcredential Series Requirements

Search Engine Mktg
Take all of the following Mandatory Courses:
MKTG-1130Ad Copywriting & Testing for Search
Learners will study how to write an effective ad for click through and conversion optimization. Learns will be responsible for crafting mock ad groups, ads and extensions for a search campaign as a part of this course. Landing page testing will also be discussed. Learning Outcomes: Explain the importance of granular ad group organization. Demonstrate effective ad copywriting techniques for search marketing. Explain the concept of ad extensions and how to write effective callouts, site link and structured snippets. Explain how to test text and responsive ads and how to measure ad success in a search marketing campaign. Total Course Hours - 5
MKTG-1131Conversion Tracking for Search
Learners will study how to identify different types of conversions that should be tracked as a part of a search marketing campaign. Students will understand conversion tracking set up in the Google Ads platform and its attribution model. Students will learn how to calculate the return on investment of a search campaign. Learning Outcomes: Explain the difference between a micro and macro conversion and identify a set of each for a series of websites. Explain how to set up a conversion in Google Analytics and how to import those goals into the Google Ads platform. Demonstrate how to calculate the return on investment from a search marketing campaign. Total Course Hours - 3
MKTG-1132Display Campaigns
Learners will be exposed to key success factors to running a ROI positive display campaign. Students will learn how to use display advertising to generate awareness, consideration, action and retention for products and services. Monitoring, optimization, scaling, and measurement of display campaigns will also be covered. Learning Outcomes: Outline how a display campaign can be used at different stages of the buyer journey. Explain how to target a display campaign. Outline how to budget for a display campaign. Explain how to monitor, measure and optimize a display campaign. Total Course Hours - 5
MKTG-1133Keyword Research for Search Marketing
Learners will study how to choose keywords based on search campaign budget, geo-target, and search intent. Students will understand the concept of keyword match types and the importance of testing the performance of different match types. Students will be exposed to different keyword research tools available but will actively use the Google Ads keyword planner in this course. Students will learn how to identify the success of a keyword. Learning Outcomes: Explain the concept of Google Ad keyword match types and how to select the right match based on budget and search intent. Explain how to execute keyword research, how to predict search intent and the concept of the "long tail". Explain how to evaluate the success of a keyword in a search campaign. Explain how to manage a keyword list within a search campaign and how to scale it based on results. Total Course Hours - 5
MKTG-1134Retargeting Campaigns
Learners will be exposed to the different types of retargeting available on the Google Ads platform including retargeting on the display network, dynamic retargeting, remarketing for search ads, video retargeting and customer list remarketing. Learning Outcomes: Explain how to get set up for retargeting. Explain the concept of dynamic retargeting and how you would get set up to launch a campaign. Demonstrate how to set up an audience list for retargeting. Discuss the key success factors to running an effective retargeting campaign. Total Course Hours - 5
MKTG-1135Shopping Campaigns
Learners will be exposed to the different types of shopping campaigns available on the Google Ads platform. Learners will be exposed to the costs involved and effective measurement techniques. Learners will study the elements of the shopping data feed, common data feed problems and how to keep your data feed up to date. Learning Outcomes: Explain the requirements of a shopping campaign and the importance of a good data feed. Set up a shopping campaign in Google Ads. Explain how to monitor, measure and optimize a shopping campaign. Total Course Hours - 5
MKTG-1136Video Campaigns
Learners will be exposed to the different YouTube video campaign formats including TrueView, Video action, video ad sequence and bumper ads. Learning Outcomes: Explain how to create and measure the goal of a video campaign. Explain the different video campaign types available through the Google Ads platform. List the key success factors of a YouTube video campaign. Total Course Hours - 5

Series Details

Program Code
XSE1
Delivery
Part-Time
Online
Topic Area
Business