SEM stands for search engine marketing and comprises optimization techniques like keyword research and pay-per-click ads. The document provides instructions for a digital marketing assessment that involves setting up accounts, creating Google Ads campaigns and ad groups, researching keywords, developing ads, and targeting relevant customers. Students are asked to know their peer assessment groups and reflect on the seven-week live assessment that runs until Easter.

1. Introduction to digital marketing… tutorial two

2. …questions
…what does SEM stand for, and what does it comprise of?
…what should 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 seven 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