About this Course
Attract and Engage Customers with Digital Marketing is the second of seven courses in the Google Digital Marketing & E-commerce Certificate. In this course you will practice using search engine optimization (SEO), search engine marketing (SEM), and display advertising to attract and engage customers online. You will explore the stages of the marketing funnel and learn how to use digital marketing tactics to move customers through the stages. You’ll learn how to increase the quality and quantity of website traffic by understanding SEO fundamentals like keyword research, search engine algorithms, and link building. You will also learn about paid search and advertising, and explore tactics used to gain visibility and reach potential customers on search engine results pages, or SERPs. By the end of this course you’ll be able to apply digital marketing strategies, best practices, and tools to increase awareness of a business, understand customer needs, and engage people’s interests with products and services.
Google employees who currently work in the field will guide you, providing hands-on activities and examples that simulate common digital marketing and e-commerce tasks while showing you some of the best tools and resources used on the job.
Learners who complete the seven courses in this program will be equipped to apply for entry-level jobs in digital marketing and e-commerce. No previous experience is necessary.
By the end of this course, you will be able to do the following:
– Identify customer personas and build your target audience
– Describe the marketing funnel’s purpose and benefits
– Know how to increase your conversion rate
– Explain the purpose of SEO and the essential SEO terms to know
– Use Google Search Console and its reports to monitor a site’s presence in Google Search results
– Recognize the benefits of SEM and why to do it
– Understand the fundamentals of Google Ads and targeting audiences
What you will learn
Recognize strategies to build brand awareness among potential customers
Explain the purpose of SEO (search engine optimization) and essential SEO terms
Optimize website content for SEO
Understand search engine marketing (SEM) and how it benefits businesses
Skills you will gain
Website Structure
Customer Awareness
Search Engine Marketing
Search Engine Optimization (SEO)
Instructor
Google Career Certificates
Offered by
Google Career Certificates are part of Grow with Google, an initiative that draws on Google’s 20-year history of building products, platforms, and services that help people and businesses grow. Through programs like these, we aim to help everyone– those who make up the workforce of today and the students who will drive the workforce of tomorrow – access the best of Google’s training and tools to grow their skills, careers, and businesses.
Syllabus – What you will learn from this course
Week 1
Introduction to attract and engage customers with digital marketing
You will continue to learn about the marketing funnel and its stages: awareness, consideration, conversion, and loyalty. You’ll also learn strategies for turning potential customers into paying and repeat customers at each stage of the marketing funnel. Finally, you’ll explore how to use customer personas to understand consumers’ goals, pain points, and preferred online platforms.
Week 2
Understand search engine optimization (SEO)
You will review the fundamentals of SEO. Then, you’ll gain a basic understanding of how the Google Search engine works and how websites are ranked. Then, you’ll learn how to do keyword research.
Week 3
Apply search engine optimization (SEO)
You will examine how to optimize a website for search engine optimization, including strategies for content, images, and linking. You’ll also learn how to help search engines better understand your content. Next, you’ll explore how to craft effective website titles and add structured data markups to help users and search engines find what they need. Then, you’ll learn all about how to use SEO tools to analyze search performance and user behavior.
Week 4
Search engine marketing (SEM) and display advertising
You will learn about advertising opportunities within search engines, also called SEM and Google Display advertising. You’ll learn best practices for creating an ad in search results or a display ad. You’ll finish the course understanding how to apply and improve display ads.
About the Google Digital Marketing & E-commerce Professional Certificate
Prepare for a new career in the high-growth fields of digital marketing and e-commerce, in under six months, no experience or degree required. Businesses need digital marketing and e-commerce talent more than ever before; 86% of business leaders report that digital commerce will be the most important route to growth. There are 218,000 U.S. job openings in this growing field, with a median entry-level salary of $51,000.
Throughout this program, you will gain in-demand skills that prepare you for an entry-level job and learn how to use tools and platforms like Canva, Constant Contact, Google Ads, Google Analytics, Hootsuite, HubSpot, Mailchimp, Shopify, and Twitter. You will learn from subject-matter experts at Google and have a chance to build your own portfolio with projects like customer personas and social media calendars to show to potential employers. 75% of Google Career Certificate graduates in the US report seeing a positive impact on their career within six months² Check out all Google Career Certificates here. This program contains no confidential information. All Google Search features taught are publicly available, you can learn more in official Google Search documentation. ¹US Burning Glass Labor Insight Report salary data (median with 0-5 years experience) and job opening data. Data for job roles relevant to featured programs (4/01/2021 – 3/31/22). Based on program graduate survey responses, United States, 2021
