Week Five: Search Engine Marketing (SEM)

Week five learning objectives:

Distinguish between SEO, SEM, PPC, search marketing, and online advertising
Understand the breadth of online advertising channels
Know the steps in creating a successful online advertising campaign
Understand the principles of Google AdWords and Google AdSense
List the 5 pillars of Google AdWords success and explain the importance of each pillar
Explain the drivers of Google’s Quality Score measure
List key ways to monetize traffic