I teach Module 14. Managing Ads in Social Networks: Social Ads. Introduction to PPC campaigns with Facebook, Twitter, Linkedin.

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Module 1. Introduction to SEO as a marketing strategy

  • Introduction to search engine marketing.
  • SEO as a professional activity.
  • How a search engine works.
  • Fundamentals of Marketing.

Module 2. Fundamentals

  • Technical basics.
  • Analytical foundations.

Module 3. Visibility objectives

  • Visibility objectives: Keyword Research .

Module 4. SEO audits and optimisation

  • Indexability audit: - Indexability workshop
  • Popularity audit.
  • WPO.
  • Strategic planning for organic positioning.
  • Technical supervision.
  • On-page optimisation.
  • SEO tools: Sistrix.
  • SEO oriented information architecture.
  • Content Marketing oriented to SEO.
  • Off-page optimisation.

Module 5. Practical SEO work scenarios

  • International SEO, mobile and voice search.
  • SEO implementation in CMS: Wordpress, Prestashop, Magento...
  • SEO on SERPS.
  • SEO for Amazon and Marketplaces. SEO for Amazon and other marketplaces.
  • SEO for e-commerce CMS. Prestashop. Magento. Woocommerce.
  • SEO for media:
  • Google News.
  • Registration and management in the publisher's centre - AMP.
  • Google Search Console for News.
  • Identify trending topics.
  • Breaking news.
  • Recurring events. - Predictable events. - Examples.
    Local SEO and online reputation.
  • Scenario analysis.
  • Evaluation of alternatives and impact. - Planning and coordination.
  • Preliminary audit.
  • Redirecting.
  • Putting into production.
  • Problem solving.
  • Recovery of popularity .

Module 6. Management of SEO campaigns

  • Reception and request for proposals.
  • Presentation of proposals.
  • Cost management.
  • Coordination of campaigns.
  • Monitoring of results.
  • Customer relations and conflict resolution.

Module 7. Introduction to SEM

  • Introduction to the history of the CFP.
  • CFP models and operation.
  • Strategies and objectives.
  • Basic CFP metrics.
  • Targets: Keywords vs. audiences.

Module 8. Search Network Campaigns I

  • Auction system.
  • Quality vs. bidding.
  • Search strategy planning.
  • Structure of an account/campaigns/groups.

Module 9. Search Network Campaigns II

  • The Google Ads platform (Interface).
  • Opening of account and creation of first campaigns.
  • Keywords.
  • Keywords Research SEM.
  • Keyword planner.
  • Other Kw Research tools.
  • Keywords vs. search terms (matches).
  • Beyond keywords: Audiences: Remarketing, Inmarket...
  • RLSA campaigns.

Module 10. Search Network Campaigns III

  • Search account management and optimisation.
  • Types and conversion set-up.
  • Optimisation tools (manual vs. automated)
  • Bidding strategies.
  • Budget management.
  • Performance planner.
  • Google Ads II interface.
  • Google Ads Editor.

Module 11. Search Network Campaigns IV

  • Formats, typologies and writing of text ads.
  • Extensions of advertisements.
  • Guidelines and best practices.
  • Resposive Search Ads and dynamic ads.
  • Ad optimisation.
  • User experience in Landing Pages.

Module 12. Google DSA, Shopping, Hotels

  • Dynamic Search Ads (DSA) campaigns.
  • Shopping Campaigns.
  • Hotel Ads Campaigns
  • Local Campaigns.

Module 13. Google Display Ads and YouTube campaigns

  • Introduction to programmatic advertising through Google Ads
  • Audiences applied to Display: Remarketing, Inmarket...
  • Display campaigns (GDN banners, App campaigns, GMail...)
  • Video campaigns (Youtube).

Module 14. Management of Ads in Social Networks

  • Social Ads. Introduction to PPC Campaigns with Facebook, Twitter, Linkedin

Module 15. Google Ads workshop and preparation for the Certificate

  • Approach to the set-up of an account in Google Ads for a potential ecommerce with all that has been learned.
  • Planning according to objectives.
  • Distribution of budgetary weights in structure by type of campaign.

Module 16. Google Ads and Social Ads workshop

  • Approach structures search campaigns with example of kws and ads.
  • Shopping campaign.
  • DSA campaign.
  • Campaign/s Display.

Module 17. Internationalisation/Amazon Ads

  • International Multi-Market/Language Google Campaigns vs.
  • Bing Ads vs Google Ads.
  • Introduction to campaigns in Yandex and Baidu.

Module 18. Measurement and Dashboards

  • Native integration of Google Ads and Analytics
  • Performance reports in Google Ads.
  • Google Ads vs. third party tracking tools.
  • Excel+PowerBI vs Google Data Studio.
  • Report Templates. macos/deepLFree.translatedWithDeepL.text