Introduction to SEM: Create Google Ads from Scratch
A course by F O, Digital Marketing Manager
Learn the basic principles of SEM to create and optimize paid campaigns
Whether you want to expand the reach of your products, funnel segmented traffic to your website, or get a quick return on investment, SEM can boost your marketing strategy for robust results. In this online course, digital marketing specialist Francesco Orlandino teaches you the secrets to Google Ads to create and optimize your SEM campaigns.
Learn about the basic concepts and trends of Search Engine Marketing (SEM), along with the most useful tools for creating a campaign from a business perspective. Francesco also shows you how to optimize SEM campaigns and scale them over time.
What will you learn in this online course?
13 lessons & 33 downloads
What's included in this course?
Meet your teacher for the course, Francesco Orlandino. Hear about his background and his career in digital marketing, along with some of his biggest influences.
Learn what SEM is, its characteristics, and how it differs from SEO. Then, discover what a Quality Score for an ad is, Google's ranking criteria, and visibility techniques. Take an in-depth look at cost models, focusing on the CPC.
Dive into Google Ads and see how to create a search marketing campaign, identifying the parameters to consider and covering concepts such as ad Groups, keywords or ads.
Time to work on your project: an SEM campaign for a professional in the photography sector. Define the structure of your campaign by identifying the product categories to advertise, establishing ad groups, and selecting keywords. Come up with convincing copy for the ad and decide whether to use Google Editor.
Learn to read a performance report to optimize results. Then, explore retargeting and expansion strategies to find new audiences to offer your campaign to.
Finish up your project with Google Shopping and configure advanced features, such as being able to increase your visibility with Google Ads.
Finally, Francesco discusses SEM trends and the future of the discipline, and provides you with some interesting resources.
- 98% positive reviews (280)
- 9,544 students
- 13 lessons (1h 40m)
- 33 additional resources (13 files)
- Online and at your own pace
- Available on the app
- Audio: Spanish, English, French, Italian, Portuguese, Turkish
- Spanish · English · Portuguese · German · French · Italian · Polish · Dutch · Turkish
- Level: Beginner
- Unlimited access forever
What is this course's project?
Create a SEM campaign for a documentary production company called The Doc Collective and manage the content to replicate digital marketing strategies for your product or brand campaigns.
At the end of the project, learn how to optimize this campaign over time and how to retarget both former users and potential customers.
Projects by course students
Who is this online course for?
Professionals in the digital field who want to learn more about SEM or anyone who wants to promote themselves through Google.
Requirements and materials
Basic knowledge of marketing is required, although your teacher explains fundamental concepts, terms, and acronyms throughout the course.
As for materials, you just need a computer with internet access and a Google account.
The course contains basic notions for beginners, as well as more advanced concepts and external links for those who already have experience with Google Ads.
Reviews
F O
A course by F O
Francesco Orlandino is a professional in the field of eCommerce, Digital and Brand Marketing with more than 10 years of professional experience. Born in Italy, he has lived in 5 countries between Europe and Latin America. After obtaining a double degree (Bocconi University in Milan and ESADE Business School in Barcelona), he started his career in marketing in 2009.
Throughout these years he has worked as a Digital and eCommerce Marketing Manager in global companies managing multi-million dollar marketing budgets. Since 2013 he works as Senior Digital Marketing Manager for adidas, a position he has developed between the Netherlands, Panama and Germany.
He collaborates with several universities as a lecturer on digital marketing issues, and is also a consultant for the agency Sun Branding. He perfected his studies taking courses in Digital Marketing, Mobile Marketing and Data Driven Marketing at Harvard Business School - Extension Education and Stanford Business School.
Content
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U1
Introduction
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Presentation
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Influences
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U2
Fundamentals of Search Engine Marketing
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What is SEM and its differences with SEO
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Basic principles of the SEM
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Cost models
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The structure of an SEM campaign
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U3
Creation of an SEM Marketing campaign
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Description of the Project to be carried out
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Definition of the campaign structure
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Use of negative words and creation of ads
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SEM campaign optimization
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Retargeting and expansion strategies
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U4
The future and news of SEM Marketing
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Google Shopping and other Google Adwords features
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The future of SEM Marketing
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FP
Final project
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Introduction to SEM Marketing
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What to expect from a Domestika course
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Learn at your own pace
Enjoy learning from home without a set schedule and with an easy-to-follow method. You set your own pace.
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Learn from the best professionals
Learn valuable methods and techniques explained by top experts in the creative sector.
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Meet expert teachers
Each expert teaches what they do best, with clear guidelines, true passion, and professional insight in every lesson.
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Certificates
PlusIf you're a Plus member, get a custom certificate signed by your teacher for every course. Share it on your portfolio, social media, or wherever you like.
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Get front-row seats
Videos of the highest quality, so you don't miss a single detail. With unlimited access, you can watch them as many times as you need to perfect your technique.
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Share knowledge and ideas
Ask questions, request feedback, or offer solutions. Share your learning experience with other students in the community who are as passionate about creativity as you are.
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Connect with a global creative community
The community is home to millions of people from around the world who are curious and passionate about exploring and expressing their creativity.
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Watch professionally produced courses
Domestika curates its teacher roster and produces every course in-house to ensure a high-quality online learning experience.
FAQs
You’ll learn how to plan, launch, and optimize SEM campaigns in Google Ads, understand the difference between SEM and SEO, use tools like SEMrush and Google Ads Editor, and apply effective strategies for international markets and e-commerce.
This is an intermediate-level course, perfect if you already have basic digital marketing knowledge and want to deepen your understanding of SEM, Google Ads, and advanced strategies for international campaigns.
You’ll need basic digital marketing knowledge, access to a Google account, and basic Excel skills. No prior Google Ads experience is required but recommended.
SEO focuses on organic search rankings, while SEM uses paid ads for immediate visibility. This course teaches you how to combine both strategies to get the best results.
You’ll learn how to build campaigns from scratch, choose keywords, set targeting, add negative keywords, analyze metrics, and adjust budgets to maximize performance.
Yes, the course covers digital marketing cases and strategies tailored to Latin American markets, including Google Shopping setup and cultural and language adaptations.
You’ll use Google Ads, SEMrush, Google Ads Editor, and Excel for data analysis, campaign optimization, and ad diagnostics.
Todos los cursos que tomo en domestika me ayudan avanzar en todos los temas que necesito
fantastico, muy concreto y util
For a learning lesson important as is this i really dont like the translations that abviously are made with AI but why are so bad i dont know. Sometimes the translation speeds up, sometimes slowes down. Also when text based information is shown it is all in Spanish. It should be in English so u can understand the writing.
Sólo he visto las clases de influencias. Es un italiano que habla español, así que eso es chévere.
Muito completo para iniciar e com muitos recursos adicionais para informações mais detalhadas.