Search Engine Marketing – SEM/PPC Course by Gatlin International and Expert Rating

Level: Beginner
Duration: 250 hours
Delivery: Online
Certification: Yes
Cost: 2299
Course Provider: Gatlin International & Expert Rating


A tutor-supervised online program taught by Kalena Jordan and Karon Thackston,acquainting prospective digital marketers and advertisers with the best tools and tips to make use of the skyrocketing growth of the search engine industry.

Search engine marketing has exploded into the mainstream, and businessesare increasing their budget allocation to online marketing to make sure they capitalise on the opportunities brought by this growth. To explain SEM to prospective experts, ExpertRating tutors arebreaking this subject into three major topics: search engine optimisation, pay-per-click advertising and website copywriting.

Training Course Content

Chapter 1- Search Engine Optimization – I

  • A. Course Introduction
  • B. Introduction to SEO
  • C. Search Engine Basics
  • D. SEO Requirements Gathering
  • E. Keyword Research
  • F. Title and META Tag Creation
  • G. SEO Copywriting
  • H. SEO Integration
  • I. Search Engine and Directory Submission
  • J. Search Engine Spam
  • K. SEO Reporting and Conversions


Chapter 2- Search Engine Optimization – II

  • A. Course Introduction
  • B. Overview of SEO
  • C. Site Architecture
  • D. Text Content
  • E. Dynamic Content
  • F. Graphics
  • G. Flash and Splash Pages
  • H. Frames and Tables
  • I. Link Popularity
  • J. Pay For Performance
  • K. Measuring SEO ROI
  • L. Starting Your Own SEO Business


Chapter 3- Pay Per Click Marketing – I

  • A. Course Introduction
  • B. An Introduction to Pay Per Click Marketing
  • C. Pay Per Click Campaign Preparation
  • D. An Introduction to Google AdWords
  • E. How to Set Up an AdWords Account
  • F. An Introduction to Yahoo! Search Marketing
  • G. How to Set Up a Yahoo! Sponsored Search Account
  • H. Keyword Research for PPC Campaigns
  • I. Ad Copy Creation for PPC Campaigns
  • J. Landing Page Creation for PPC Campaigns
  • K. PPC Campaign Conversion & ROI Measurement


Chapter 4- Pay Per Click Marketing – II

  • A. An Overview of PPC Marketing
  • B. Pay Per Click Search Engines
  • C. Key Elements of a Successful PPC Campaign
  • D. Building Effective PPC Ads
  • E. How to Structure Your PPC Campaign
  • F. Effective PPC Bidding Strategies
  • G. How to Create Killer Landing Pages
  • H. Tracking PPC Conversions
  • I. A/B Split Testing
  • J. How to Measure ROI on PPC


Chapter 5- Web Site Copywriting

  • A. Course Introduction
  • B. The Most Important (and most overlooked) Aspect of Copywriting
  • C. Discover What Copy Type Fits Your Target Audience Best
  • D. Guess What? Men and Women Are Different!
  • E. Writing to Please Everybody
  • F. Headlines – The Beginning and the End
  • G. Features vs. Benefits – Do You Really Know the Difference?
  • H. Adding Emotions & Dreams and Tugging On Heartstrings
  • I. The Power Points of Your Copy
  • J. A.I.D.A. and the Buying Process
  • K. Search Engine Optimization – Copy Is Crucial
  • L. Final Thoughts

Who Is It For?

This program will benefit marketers, advertisers, and anyone else who wants to promote Web sites on search engines;webmasters and business owners who want to increase traffic to their sites; search engine optimizers and search engine marketers.



About the Provider

Gatlin Education is the world’s largest provider of online, instructor-supported training to colleges and universities across the globe. ExpertRating is an ISO 9001:2008 certified company offering online certification and training services to individuals and companies in over 160 countries. ExpertRating offers its testing services to the world’s best companies such as Convergys Corp, UPS, GAP, Sony, Coke, Citrix, Deltek Corp, IKEA Systems,Ericssonetc.More than 2,700,000 individuals across the world have obtained ExpertRating certifications since the company’s inception in the year 2000.

Kalena Jordan was one of the first search engine optimization experts in Australia and New Zealand, with in-depth knowledge of Internet marketing techniques and a decade of experience in search engine marketing.

Karon Thackston is owner of Marketing Words, Inc., a full-service copywriting company specializing in search engine copywriting. Karon is author and publisher of three e-books, including Step-by-Step Copywriting Course.


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User Reviews

· October 15, 2018

This course is the only thing you’ll need to learn search engine marketing.

· October 31, 2018

At 250 hours, you'll never need another digital marketing course again. I'm still getting through the course but have already gotten incredible value from it.

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