Search marketing puts a business in front of people at the exact moment they look for what it sells. Someone typing "car rental Tamale airport" is not idly scrolling; they need a car. That is what makes search ads powerful, and why businesses look for people who can run them carefully. This specialisation uses Google Ads, a widely used search ads platform, as the example. Microsoft Advertising and others work on similar ideas.
What this specialisation covers
You met search ads briefly in the Digital Marketer roadmap. Here you go deeper over three weeks.
- Week 7, fundamentals. How the auction works, campaign types and goals, and account structure.
- Week 8, keywords and ad copy. Keywords and match types, writing responsive search ads, and assets with landing pages.
- Week 9, optimisation and budgeting. Budgets and bid strategies, reading campaign data, and optimising a campaign.
Search ads and SEO
Search ads and SEO both aim at search results, but they work differently.
- Ads appear quickly once a campaign is approved, and you pay when someone clicks (for most search campaigns). They stop when the budget stops.
- SEO costs time rather than a fee per click, takes longer to work, and keeps working once pages rank.