Paid Search Marketing

Want to learn paid search marketing, but are not sure where to start? This interactive course is for you. The IAB Canada Paid Search course will teach you all you need to know about paid search marketing from account structure, keyword strategy and ad copy creation to optimizing. The course is taught by industry experts who live and breathe paid search every day. Go ahead, ask them anything!

This course will cover Paid Search exclusively, to get a full picture of SEM check out our SEO course.

Learning Outcomes

This course will focus on paid search strategy, tactics and techniques that are critical to executing a successful paid search campaign on all the major search platforms in Canada. You will learn:

• The scope of paid search relative to search engine optimization and other digital advertising opportunities
• How paid search fits into the overall media mix as well as within the model of self-directed / auction-based media buying
• Acquire the skills necessary to develop a paid search strategy
• Paid search bid strategies, keyword selection, text ad creation tips and account structure basics
• Campaign optimization