Course

Search Engine Advertising Course

  • Course duration: 120 hours

    Over 50% of Class Time for Practical Training
  • Learn: Google Ads, Google Display Network, Bing Ads
  • Next Start Date: Week of January 6th, 2025 (morning)*

    Take advantage of the casual atmosphere of our college, as classes are now offered in the physical classrooms.

Work on Real Advertising Projects

– Create your own Google Ads account

– Outline a search advertising strategy

– Draft a Google Ad Set for a Search Campaign

– Define demographic targeting in Google Ads

– Research and define keywords for your ad campaign

– Create a Remarketing Audience using Google Ads

– Monitor and optimize a campaign to maximize ROI

Real Campaigns. Real Tools. Real Skills.

At Cumberland College, we don’t just train digital marketing professionals – we train experts.

Available as part of an ACS in Digital Marketing or as a standalone course, our Search Engine Advertising course is designed to give you all the tools and skills to step straight into a role in the field after you graduate. You’ll learn how to:

  • Build Campaigns on Google Ads, Bing Ads, and other platforms
  • Defined target keywords, demographics, and other parameters
  • Manage budgets, review ad performance and optimize campaigns

This practical approach is specifically designed to replicate a real workplace, ensuring you finish your course ready to impress from day one of your career.

Why Study Search Engine Advertising?​

Accounting for nearly half of each dollar spent in recent years on digital advertising, SEM (search engine marketing) is now a major part of building a brand and a customer base for businesses of all kinds.

Paid search advertising has many advantages, such as increased revenues, higher placements in organic searches, easy tracking of campaign performances, a variety of targeting options, and a huge potential ROI.

This course will introduce you to the essential concepts of search engine advertising, such as how to create paid advertising campaigns on search engines like Google and Bing; how to structure your campaigns; best practices for keyword targeting; and how to manage campaigns as they are running. Students will also learn how an SEM auction-based pricing system works, techniques for maximizing your budget, and how to optimize campaigns for mobile searches. 

How Search Engine Advertising Expertise Can Help Your Career​

Whether you’re looking to access lucrative new job opportunities or help promote an existing business, developing your expertise in this area could be a huge asset for your career.

Search engine advertising experts can work in a number of highly coveted roles across several different industries. Common job titles include paid search campaign strategist, Google Ads specialist, search engine marketing specialist, search engine marketing analyst, digital marketing specialist, and SEM manager.

Job titles include: Google Ads Specialist, PPC Digital Campaign Manager, Paid Search Specialist, Paid Media Specialist

Career outlook: There are over 70 search engine advertising listings on Indeed in Montreal, and the average starting wage is $45-60k/year

Course Content

Using a practical learning approach, students in the Search Engine Advertising Course at Cumberland College will be taught how to create effective search ads, research and bid for keywords, and target campaigns. 

This 15-week course will walk you through the process of a successful search campaign, from defining your objectives and goals, to campaign setup, to monitoring and optimizing your ads to improve performance and ROI. 

The course covers:

  • The fundamentals of search engine advertising
  • Google Ads, Bing Ads, and other search advertising providers
  • Defining campaign objectives
  • Pricing and budgeting
  • Keyword research and bidding
  • Geographic and demographic targeting
  • Ad copywriting
  • Landing page creation
  • Building ad groups and campaigns
  • Managing and optimizing ad campaigns
  • Remarketing
  • Display, video, and shopping ads
  • Measuring the ROI of paid search ads

Course Modules:

  • The fundamentals of search engine advertising
  • Google Ads and other search advertising providers
  • Managing and optimizing ad campaigns
  • Measuring the ROI of paid search ads

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Want to learn how to master the art of search engine advertising?

Contact Cumberland College to find out how our Search Engine Advertising Course can help you get there!