SEM stands for search engine marketing and comprises optimizing web pages and using paid search advertising like Google Ads. The document provides instructions for a digital marketing assessment that involves setting up a Google Ads campaign, creating an ad group and ads to target keywords relevant to Leeds Business School customers. Students will develop ads to run on Google's search engine results pages as part of an eight-week live assessment for the course.

1. Introduction to digital marketing… tutorial two

2. …questions
…what does SEM stand for, and what does it comprise of?
…what do you consider when optimising web pages?
…what does PPC stand for?
…what is a SERP?
…keyword stuffing is an example of what?
…what are keywords?

4. …the ‘live’ assessment
…starts next week and will run for eight weeks (right up until Easter)
…we need to know what groups you are in…
…peer assessment and reflection

5. …set up an account with pebblepad

6. …google ads
Sign in to https://ads.google.com/intl/en_uk/home/ with your University account
Create a new campaign and then click on drafts and experiments
Create a new ad group and search for keyword ideas
Develop 2 Ads to target relevant customers.. make sure you know who the customers are
Leeds Business School are looking to utilize paid ads on Google’s SERPs