• Define and differentiate the discipline of Search Engine Marketing
• Identify the make-up of the Search ecosystem
• Describe approaches to skillful integration of Search to the marketing mix
• Know the core principles of Search
  • Understanding consumer demand
  • Tackling branding and direct response
• Know how to develop and manage Search assets
  • Keywords lists and portfolios
  • Titles and descriptions
  • Graphical elements
  • Landing pages
• Know how to budget and scale Search campaigns
• Know how to set up campaigns and manage and optimize them
• Identify tracking, measurement and practices in and know how to use for meaningful analysis
• Identify the benefits and limits, pros and cons of using Search in the marketing mix
• Define vertical industry specifics and considerations
  • B to B
  • Pharma
  • Auto
  • Finance
  • Media and Entertainment
• Achieve comfort assessing staffing and/or agency and outsource talent

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• Snapshot of ecosystem
• Review of key disciplines within Search
• Highlight of its place within the marketing mix

• Review of basic reasoning and methods of integrating Search to the overall mix
• Creating an integrated, blended Search program, utilizing natural, paid, blended, graphical

• A discussion on the role of consumer demand and keyword behavior
• A review of best practices utilizing Search for branding and direct response campaignswithin an overall marketing plan

• Getting started and staying smart
• The must-haves of Search assets
• The relationship between keywords, portfolios, titles ’ descriptions, landing pages and path analysis
• A review of key considerations for various verticals: B to B, Finance, Pharma, Media ’ Entertainment

• Setting the stage for learning and growth at the beginning
• Creating a scalable budget
• Understanding allocation
• Leveraging learning start to finish

• How to set up your campaign as well as multiple campaigns at once
• Establishing a plan for tracking ’ analysis and getting buy-in
• Metrics, data and meaningful analysis – what’s the difference?
• Dialing in optimization, knowing what’s the right level and what’s too much, based on metrics

• Assessing current staff scenarios and determining talent requirements
• Hiring an agency or a vendor
• A review of outsource options

• Understanding the place of Search within the mix
• The relative benefit within different verticals
• Wrap-up ’ Review

• Future trends
• Key terminology
• Key industry resources (industry associations, events, vendors by category)
• Essential links/tools (i.e. Adwords customer center, keyword analyzers, templates, etc.)
• Keeping current (news websites, newsletters)