Careers In Search Engine Marketing (SEM) - SEM Tutorials & Programs by Learning Catalyst


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Careers In Search Engine Marketing (SEM) - SEM Tutorials & Programs by Learning Catalyst. Search Engine Marketing is an integral part of digital advertising today

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Careers In Search Engine Marketing (SEM) - SEM Tutorials & Programs by Learning Catalyst

  1. 1. Careers in Search Engine Marketing
  2. 2. Google made around $21 billion in 2008. 99 percent of that was from search. All that jazz of Google Earth and Google Chrome gets its money from here !
  3. 3. Search Engine Marketing is an integral part of digital advertising today. But before we get into this, lets quickly look at growth of digital
  4. 4.   <ul><li>  </li></ul>
  5. 5. How does it score as a career choice ?  
  6. 6. Where else would you get 'live, as-it-happens' insight on market response to a brand.  
  7. 7. Where else is there a bewildering gap in demand and supply  
  8. 8. Isn't ALL advertising headed towards a contextual, dynamic pricing based environment Why not 'live' this right now by becoming a SEM specialist 
  9. 9. Fifteen years back, the world started outsourcing software service to India. Seven year back, it was BPO. Today, the world outsources SEM to India. Look at the client list of some specialist agencies in India
  10. 10. Basic Skills required <ul><ul><li>Strong in numerical and verbal </li></ul></ul><ul><ul><li>These are the 'Math' and the 'English' section in the typical aptitude tests. Verbal because one needs to constantly think of the words which represent the intent of the consumer.Numeric because one would needs to constantly evaluate the ROI of potential alternatives.Bidding is the name of the game. </li></ul></ul><ul><ul><li>Marketing bent of mind </li></ul></ul><ul><ul><li>You would be given a target audience and then its your job to find out the kind of sites he would visit, the words he would search and what he basically does online </li></ul></ul><ul><ul><li>  </li></ul></ul>
  11. 11.   <ul><ul><li>Advanced Usage of Office tools , most importantly Excel </li></ul></ul><ul><ul><li>You would need to pull meaningful trends out of various sets of data that can be used to construct reports for internal teams or external clients. </li></ul></ul><ul><ul><li>  </li></ul></ul><ul><li>Any MBA degree (better if it has a marketing slant to it) can be a good leverage here. Not just marketing, anything to do with human psychology would also be a good fit. </li></ul>Basic skills required
  12. 12. At the end of the day, you are accountable for the profits of your campaign. So that 'owning up' and the 'buck stops with me' spirit has to be there.
  13. 13. Salaries <ul><li>  </li></ul>
  14. 14. For the MBA aspirants <ul><ul><li>If you are looking to get experience before pursuing a MBA kind of degree, a SEM profile job is ideal. Where else would you get real-time feedback on how brands respond to marketing tactics. And you can make changes and see the results for yourself ! </li></ul></ul><ul><ul><li>In fact, you may decide not doing a MBA degree at all  </li></ul></ul>
  15. 15. And these are the skills our programs will help you to acquire
  16. 16. Basic programs for Students and Working Professionals – Some of things we will cover <ul><li>- Allocating costs between Search, contextual and Placement targeting. </li></ul><ul><li>Effective selection and qualification of keywords (Popularity, Specificity, BroadWords) </li></ul><ul><li>Ad Copy writing basics (Key elements of message, Call to action, Persuasion inside messaging and Innovations in messaging) </li></ul><ul><li>Advanced Targeting techniques. </li></ul><ul><li>Elements of Quality Score and how they are interconnected. </li></ul><ul><li>Walk through the main non-Google search engine alternatives : Yahoo, Bing, Baidu </li></ul><ul><li>- Doing India specific campaigns with non-Google </li></ul><ul><li>- What makes E-commerce site SEM so challenging ? </li></ul>
  17. 17. Working Professionals - Advanced <ul><ul><li>Advanced campaign optimization techniques to increase the CTRs & maximize the ROI. </li></ul></ul><ul><ul><li>How to Sync Adwords and Analytics </li></ul></ul><ul><ul><li>Creating E-com Goals and Funnels to analyze the campaigns </li></ul></ul><ul><ul><li>Detailed walk-through on the major non-Google search engines. </li></ul></ul><ul><ul><li>Non-traditional methods : Audio, Mobile, Video and Print, Radio, TV </li></ul></ul>
  18. 18. Whom would these programs be ideal <ul><ul><li>Traditional marketing folks - If you want to be feared among your brethen and be more 'useful' to your employer. </li></ul></ul><ul><ul><li>Graduates who want to do a post-graduate in marketing : Dont do it !  </li></ul></ul><ul><ul><li>Graduates across streams who want to get into the rapidly growing digital space. </li></ul></ul>
  19. 19.   <ul><li>Call us  </li></ul><ul><li>Mail us  </li></ul>