SEARCH ENGINE MARKETING & ONLINE ADVERTISING
Année du cours : 1 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S2
Basic knowledge of marketing management theory (Marketing Management (IESEG II) or equivalent).
Prior courses on digital marketing are a plus but not a condition.
At the end of the course, the student should be able to:
– Understand the different formats of online advertising, their relevance, advantages and disadvantages
– Understand alternative online advertising targeting strategies
– Understand the importance of good search engine rankings for today’s companies
– Understand and explain the difference between search engine optimization and pay-per-click advertising, and their relative advantages and disadvantages
– Perform an SEO analysis of a given web site using an appropriate framework and software tools
– Plan, configure, run and follow-up Google AdWords campaigns containing textual and display ads
This course presents an introduction to web or Internet advertising and discusses its most important formats and concepts. The student will gain insight into the different forms of advertising and targeting strategies. Techniques that are discussed include
– Search Engine Marketing (SEM, or Pay-Per-Click Advertising)
– Search Engine Optimization (SEO)
– Online display advertising (e.g. banners, in-video ads)
